Marketing Essentials Report: Cadbury and Nestle's Strategies Analysis

This report provides a comprehensive analysis of marketing essentials, focusing on the strategies employed by Cadbury and Nestle. It begins with an introduction to marketing, emphasizing its importance in understanding consumer demands and building customer relationships. The report then delves into the key roles and responsibilities of marketing functions, including information management, distribution, product management, pricing, promotion, selling, and financing. It explores how these functions relate to the wider organizational context, examining the interrelation between marketing and departments such as human resources, finance, research and development, customer service, and production. The core of the report compares Cadbury and Nestle using the marketing mix (7Ps) to achieve their objectives, followed by an evaluation of a basic marketing plan. The report concludes with a summary of findings and a list of references.

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing functions...........................................................1
P2 Roles and responsibilities of marketing relate to wider organisational context....................4
TASK 2............................................................................................................................................6
P3 Comparison between two organisation by applying marketing mix for accomplish
objectives.....................................................................................................................................6
TASK 3............................................................................................................................................9
P4 Evaluation of basic marketing plan........................................................................................9
CONCLUSION ............................................................................................................................14
REFERENCES..............................................................................................................................15
.......................................................................................................................................................16

INTRODUCTION
Marketing is the crucial and important technique in the modern business entities that involves in
understanding of consumers demands, marketplace and many other (Definition of Marketing,
2017). It is also essential for the organisation in building profitable and long lasting relation with
customers. It is used to create, satisfy and keep the customers by providing quality and effective
products to the customers at affordable price. It is the best process and activity of interesting
potentials clients and customers in business services or products (Baker and et. al., 2016). It
involves selling, promoting, distributing and researching goods.“According to American
marketing association Marketing is the set of institution and process of delivering,
communicating, creating and provides exchange which has more value about partners, clients
and customers at large”. In this assignment, company consider is Cadbury, it was established by
John Cadbury in 1824. This report determined regarding the roles and responsibility of
marketing functions, interrelation between marketing functions and organisational department,
7P's of marketing mix and marketing plan. All these are essential for the business to increase
their profitability and productivity ratio.
TASK 1
P1 Key roles and responsibilities of marketing functions
Marketing is one of the main and important part of the each and every business in order
to produce their goods and services in marketplace. This is an essential process which includes
different activities like selling, distributing, communicating and offering quality products to
audience in systematic manner (Bastable, 2016). This activity also includes various functions
which is beneficial and valuable for the enterprise to attract large number of customers towards
quality products and services. There are different functions of marketing but manager of Cadbury
company is mainly focuses on applying seven aspects which are determined as below:
Marketing information management: It can be stated as an necessity and beneficial
factor which is used for gathering information from inside and outside the sources of
organisation. Main motive of Cadbury is applying this function is to make effective decision
regarding achievement of long term success and growth. In the organisation, main role of this
function is to identify all information and data about customer taste and market trend.
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Distribution management: It is determined as a process by which an enterprise has been
monitoring entire type of product and service distribution effectively (Seven Functions of
Marketing, 2017). It is also important function which play vital role in controlling the product
manufacturing process. It will assist the marketing manager of Cadbury in order to evaluate
market and thus create various type of modification within goods and services.
Illustration 1: Marketing functions
(Source: Marketing Functions, 2017)
Product and service management: It is another essential and significant which is apply
by each and every organisation for the management or establishment of services or goods. It is
more significant for the Cadbury to handle their entire initiatives for manufacturing commodity
so that all resources can be applied in good way (Berkowitz, 2016). This function also play vital
and important role in increasing their sales and revenues.
Pricing: It is another important and foremost function of marketing which play
significant role in setting the proper price of products systematically. It is mostly beneficial for
the enterprise to evaluate the market and thus select the accurate pricing strategy to increase the
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turnover beside with income so that whole risks which are included with it can decreased
accordingly. Mainly pricing is stated completed after analysing the product cost and thus the
margin of profit is being determined.
Promotion: There are different type of business who are not same in Size or scope but
have similar strategy. This scheme is adopt by Cadbury in order to gaining best position within
marketplace by providing quality goods (Brassington and Pettitt, 2013). There are different kind
of promotional mix which is apply by business entity such as sales promotion, advertisement,
public relation, publicity and many other. All these are highly essential for the organisation to
provide all information regarding new products and services in marketplace.
Selling: It is an effective process of selling goods to the customer's and in the
marketplace systematically. In each and every organisation, this function of marketing play vital
and essential role for the success and development of business operation in allotted time period.
With the help of this factor Cadbury easily produce their all chocolates and other confectionery
goods in a systematic way.
Financing: It is best and valuable function of marketing which is used by all organisation
in order to identify best and essential resource of finance (Brooks and Simkin, 2012). With the
help of this aspects company easily determine their all resources and factors in an effective and
efficient manner. Without this function Cadbury and many other organisation can not do all
activities and functions in proper way. So that it is essential and play vital role in the
development and success of company in given time period.
Main role and responsibility: Above all 7 functions of marketing is more beneficial for the
enterprise to achieve long term goals and objectives. These functions play important role which
are determined as below:
 In order to de all activities and functions in an accurate manner.
 Maximise profitability and productivity ratio within an organisation.
 Attract large number of the customer's towards confectionery goods and many other
effective services.
 One of the main role is to increase sales and revenues within business entity.
 Main role and responsibility of marketing function is to apply different kind of
promotional mix and other essential technique's.
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 Another role of marketing function is to use different promotional mix tools which help
them to innovate their products to the customer's.
 To organise research and development activity with aim of identifying the basic needs
and demands of customers.
 To apply various kind of effective tactics with motive to attract million number of target
and potential audience towards confectionery goods.
P2 Roles and responsibilities of marketing relate to wider organisational context
There are different activities and functions which are complied with an organisation
which are liable for accomplishing predetermined objectives. In the organisation, there are
different number of department which play essential role in the growth of business (Brychkov
and et. al., 2017). For achieving this, marketing is more important technique's as compare to
another tool. Without this technique, business entity can not do their all activities in proper
manner. Different functional area or department are seen with the business environment which
are determined as below:
Marketing management and Human resource management: In the organisation HR
department play an essential role in recruiting and hiring candidates from large number of
applicants. In the business duty and responsibility of this department is to provide effective
training and development to the internal and external employees who are selected for the vacant
position. It is a best process which is completed with the help of marketing so that organisational
functional and marketing are interrelated. In order to provide information related to vacant post
to the interested candidates, marketing manager play vital role in evaluation of different methods
and approaches.
Marketing and Finance: Finance is main and useful part of the Cadbury and many other
organisation in order to de their entire activities and operations in successful manner (Cabrera
and Williams, 2014). For achievement of this, marketing manager play vital role in
determination of suitable and valuable resources of monitory system such as Equity share,
Family, Additional capital, Trade Credit, Grant, Mortgage, Hire purchase, Short and long term
bank loan, Leasing, Bank overdraft and many other. All these are possible with the help of
marketing tools or technique's. In this marketing manager play important role in analysing one of
the best and useful resource. So that marketing management and Finance department of the
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Cadbury are interrelated with the aim of increasing business sales and revenues in given time
period.
Marketing and Research & Development: All company has research and development
department which play critical role in analysing the market trends and clients needs about
confectionery goods. In this role of marketing manager is to conduct research program with the
use of primary and secondary methods. This approach assist them inn order to conduct survey,
questionnaire and many other tools (Caragher, 2016). It means marketing and research &
development department both are valuable part for the company which has similar objective to
increase its sales and revenues.
Marketing and Customer service: It is another department of the company which play
essential role in solving customer's issues. They are responsible for providing effective and
quality service the clients at reasonable price which turn in the success of company. On the other
hand, marketing management has some role and responsibility to give different facility to the
customers such as After sale services, maintenance, Credit, Technical services and Handling
customer's complaints in a proper manner. All this are assist the manager in helping the client
and encourage them to a specific goods and services.
Marketing and Production: Data and information are gathered by the manager of
marketing from the inside and outside. These information mainly related to the business products
and goods which is beneficial for the enterprise to give quality products as per the needs of
customers (Desai, 2013). It is the main role and duty of production department and have some
responsibility about providing goods to the end user. These are possible with the help of
marketing tool because without this, Cadbury Manager can not transport their products from one
place to another.
Sales and marketing: In the organisation, Sales department play important role in selling
their goods in marketplace and to the customer's systematically. Marketing and sales both are
interrelated which are determined as below:
 Needs of marketing is to give sales with customer insight.
 Sales requirements to give marketing with data regarding business products and services.
All these department are play vital and essential role in the success and growth of
company. Production, sales, research & development, human resource and many other
departments has some roles and responsibility in maximising sales and profit of company. But all
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these are possible with the help of marketing manager because they play essential role in
different ways. They have more power in order to conduct research which help them to identify
market trends and customers demand about confectionery goods. So that without marketing each
and every functional unit of enterprise can not do their activities in proper way. Both have
similar and common interest for achievement of long maximum profit and sales.
TASK 2
P3 Comparison between two organisation by applying marketing mix for accomplish objectives
Marketing mix: It is one of the best and important tool which is used by the all business
in order to initiate their new products and effective services to customer's (Dibb and Simkin,
2013). This tool help them in attracting large number of the clients towards confectionery goods.
With the use of this tool, each and every company easily increase customer loyalty and trust.
Long-lasting relationship with customer is more important for the success and growth of
enterprise. There are different type of marketing mix tool which are applied by the Cadbury and
many other firm for advertising the product or brand within marketplace.
There are two taken organisation one is Cadbury and second one is Nestle, both are
belong in same industry and similar sector (Gamble and et. al., 2011). Both business are apply
marketing mix which is beneficial for them to innovate their new confectionery goods in market
and to the customer's. So that they are know variety and quality of products and thus purchase
more in quantity. It turn in the success and achievement of long term goals and objectives in
allotted time duration. 7P's of Cadbury and Nestle are described as below:
Marketing Mix Concept of 7P's CADBURY NESTLE
Product It is identified as a
offer which is develop
by an organisation in
order to target
audience for
completing wants and
needs properly. In
Physical and retailing
goods are known as
There are different
confectionery goods
which are provided by
the Cadbury such as
Dairy milk, Perk, 5
Star and many other to
customers at different
price.
It is one of the famous
and well-established
organisation in all over
the world with its
quality products such
as Munch, KitKat,
polo power mint,
Milky bar and many
other confectionery
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business products. goods to the
customers.
Price It is a payment type
which is completed
while buying the
goods from one place
to another (Griffitts,
2016). It is the role of
manager to set
accurate price of its
products as per goods
quality and quantity.
Price of the Cadbury
chocolates is different
as per its quality and
quantity, they apply
differentiate pricing
strategy which help
them to maximise
customer base in the
company.
Nestle deals in
different chocolates
such as KitKat, Milky
bar, Munch and many
other. Prices of all
these products is based
on its quality and
quantity. So that they
also use differentiate
pricing strategy.
Place From the component
of marketing, places
can be identified as a
location where
company produce their
products and services
to the customers. It is
one of the best way of
attracting customer's
towards confectionery
goods.
Cadbury manufacture
and produce its
services or products in
order to provide
facility to the audience
properly. Cadbury
produce their products
in all over the globe, it
means goodwill of the
company is great in
the mind of
customer's.
Confectionery goods
of Nestle are not easy
to analysis on all
stores. So it is not
good for the
customer's but
reputation of the
Brand is better as
compare to other retail
store (Hoffman and
Turley, 2015). They
also produce their
products in worldwide
as per the proper
strategy of price.
Promotion It is basis and
important part of
marketing mix which
Promotion is an
effective strategy
which is applied by
Promotion is also
important for the
Nestle to introduced
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is beneficial for the
each and every
company. With the use
of this tool, company
easily innovate their
goods in marketplace
(Hsu, 2011). This mix
includes different
promotional mix such
as advertisement,
personal selling,
sponsorship and many
other.
each and every
company in order to
promote their goods
and services in
marketplace. Cadbury
used different
promotional mix such
as Advertisement,
publicity, sponsorship
and many other which
help them to innovate
their products
systematically.
their all information
regarding
confectionery goods to
customers and in
market. They use
personal selling,
sponsorship, direct
selling and may other
in a proper and
systematic manner. So
it is beneficial for the
achievement of long
term success within an
organisation.
People People is main and
foremost part of the
organisation. With the
help of this factor each
and every business
provide their goods
and services to the
customers at
reasonable price. This
factor includes various
persons such as
customers, employees
and many other
stakeholders.
In Cadbury, there are
different number of
employees are work
with motive of
achieving goals (Illing
and Anders, 2016). In
this role of manager is
to provide training to
each and every
workers. Further they
are trained and thus
deals with customers
in appropriate manner
which turn in higher
growth of company.
In Nestle, there are
also various number of
workforce are work
with the motive of
increasing sales and
revenue of company.
All employees of
referred business are
trained which is
beneficial for them to
maximise its
performance and
productivity.
Process It is another essential Cadbury produce Process is one of the
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part of the marketing
mix which is
beneficial for the
organisation for
choosing an effective
activity for their
activities so that it
frequently handle
business operations.
different
confectionery goods to
their target and
potential customers at
reasonable price. In
order to produce their
goods and service to
end user company
apply very simple
process which reduce
time and money
(Karasar and Öztürk,
2014).
main part of the each
and every enterprise.
Nestle is world famous
organisation in all over
the globe. In order to
manufacture their
products to the end
customers, they apply
effective and easy
process. So it is more
essential for the
company to attract
million number of
clients towards
confectionery goods.
Physical evidence It is a part of
envelopment in whivh
business services
being delivered and
where the company
and the clients interact
and any kind of
tangible goods that
facilitate
communication and
performance of the
services.
Cadbury maintain a
record of entire
experience or
occurrence which it is
acquiring by physical
questionnaire,
customers purchasing
behaviour and giving
them guidelines or
directions regrading
the goods they are
buying by offering
them pamphlets and
brochures.
Nestle has been
developing a better
and effective evidence
connectivity by
organising coffee
corners with its
attractive logo in
vending machines. It is
more essential for the
enterprise to increase
customer base in a
limited time duration.
With the help of this
mix, business entity
easily attract large
number of the
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customers in limited
time period.
TASK 3
P4 Evaluation of basic marketing plan
Marketing plan is a business documents that outline the marketing tactics and strategy. It
frequently emphasised on a particular time period and covers a various details related to
background, goals, objectives, mission, vision, internal and external factors, budget and many
other essential information. It is more important for the company to provide effective service and
products in a systematic manner (Kennedy and Parsons, 2014). It gives all information and data
regarding business activities on social media, Email, gust blogging, publicity, direct mail and
many other. There are some points which are includes in marketing plan are described as below:
Overview of Cadbury: It is well known brand which is loved by large number of
customers in all over the world. Cadbury is Confectionery industry which deals in different
variety of goods such as chocolates, beverages, Biscuits, candy and Gum. These are Cadbury
dairy milk, celebration, Bournville, 5Star, Perk, Gems, Tang, Bournvita, Oreo, halls, eclairs,
bubbaloo and many other. It was established by Hohn Cadbury in 1824 headquartered in United
Kingdom, London, Uxbridge.
Mission: “Cadbury means a quality; it is business promise; reputation of company is built
upon quality and commitment to regular improvement will ensure its promise”.
Vision: “Working with each other in order to develop brand or product people love”.
Objectives: It is an effective initiatives which is take by each and every organisation with
aim of achieving long term objectives (Lane, 2016). Main objective of Cadbury is to maximise
their turnover by providing effective goods. There are some another main objectives which are
determined as:
 To improve the quality of confectionery goods.
 To manufacture and produce tasty chocolates.
 To effectively survive in market.
 To launch other stores in marketplace.
 To maximise sales and revenues. To attract million number of target and potential customers.
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Segmentation,Targeting, Positioning
Segmentation: Marketplace of Cadbury is classified into different segments of customers, each
with various needs and wants. It can be classified into four parts such as Break, Impulse, Take
home and Gift.
Targeting: Cadbury has different targeted markets in all over the world. They mainly targeted
children, younger from all three class such as middle, lower and higher (Mittal, 2014).
Positioning: It means development and implementing marketing strategy which aim is to
identify business position in marketplace. Positioning of the Cadbury is well-established in all
over the world.
SWOT Analysis: It is the strategic planning tool used to assist an individual or enterprise
in order to identify the Weakness, Threats, Strengths and opportunities. It is mainly related to
project planning and business competitions (Mueller and et. al., 2015). It is intended to determine
the business venture objectives and identify the external and internal force that are unfavourable
and favourable to accomplishing those objectives. SWOT analysis of Cadbury is described as
below:
SWOT Analysis Cadbury
Strength  Brand of its products such as Oreo,
Dairy milk, five star, Bournvita and
many other are strong.
 Company has a superb and different
distribution strategy in such place like
FMCG Companies.
Weakness  Chocolates not good for the health of
people.
 Absence of penetration in rural
marketplace.
 Different number of the persons suffers
from cholesterol disorders, diabetes and
many other diseases.
Threats  Unplanned soft drink buy.
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 Heavy expanses in advertising goods.
 Hugh competition in marketplace.
Opportunities  Maximise in Consumption.
 Different variety of Medias vehicles.
 Dynamic marketplace for diet soft
drink.
Competitors analysis: Cadbury is one of the world famous and popular brand in all over
the world. There are different competitors such as Mars/ Wrigley's, Hershey's, Nestle, Mars and
many other (Mueller and et. al., 2015). All these are belong with same industry and provides
different variety in goods.
Main strategy: There are two kind of important strategy which is apply by Cadbury such as 7P's
and Ansoff Matrix, these are determined as below:
Ansoff Matrix: It is important and valuable strategy which is beneficial for the enterprise
to enlarge their business operations in market. This tool cover four parts which are determined as
below:
Ansoff Matrix Description
Product development It is describe the development of chocolates
products such as Marvelous creation.
Market penetration In this market penetration is classified into
different variety of chocolates such as dairy
milk, fruit and nut, perk and dairy milk bubbly.
Market development Market development related to Cadbury
products is classified into Candy goods like
eclairs.
Diversification Cadbury products are classified into Gums
goods.
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7P's of marketing mix: It is another main strategy which is apply by Cadbury and many
other business in a systematic manner. Marketing mix of Cadbury is determined as follow:
Marketing mix Description
Product Company deals in different variety of goods
such as chocolates, beverages, Biscuits, candy
and Gum. These are Cadbury dairy milk,
celebration, Bournville, 5Star, Perk, Gems,
Tang, Bournvita, Oreo, halls, eclairs, bubbaloo
and many other.
Price They apply differentiate pricing strategy for its
quality and taster products.
Place Cadbury products are available in all over the
world.
Promotion They use various promotion channels such as
advertisement, publicity, sponsorship and
many other.
People There are different employees who deals in
variety of products. Main stakeholders in the
organisation are customers, employees,
workers, government, investors and many
other.
Process In order to produce quality products to end user
they apply very simple process.
Physical evidence They keep entire record of experience or
occurrence which it is acquiring by physical
questionnaire.
Marketing budget:
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Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 56000 13600 13200 21000 18000
Investment 21500 14900 17000 14400
Total 56000 35100 28100 38000 32400
Marketing
expenditures
Advertisement 9700 6800 6300 6100 6300
Sales promotion 2200 2200 4400 3200 8400
Direct marketing 7100 6200 2200 7100 2200
Total 19000 16200 13900 54400 16900
Available balance 75000 51300 42000 20000 49300
Controlling and monitoring: It is identified as a last part of the marketing plan which is essential
for the Cadbury. In this business manager is capable in order to control all activities in an
effective and systematic manner (Mueller and et. al., 2015). So it is main part without this
marketing plan is incomplete, it means business entity achieve long term goals and objectives in
limited time period.
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CONCLUSION
From the above mentioned report, it can be concluded that marketing is more profitable
for the each and every firm to introduced their confectionery goods to the customer's. There are
different tools and tactics are used by the company in order to increase their sales and revenues.
Marketing functions play an essential role and duty which is beneficial for the enterprise to
maximise customer base and increase their sales. Different departments of an organisation and
marketing management are interrelated with each. Better relation help company to growth their
performance and profitability in marketplace. One of the main and essential tool which is
followed by each and every enterprise is marketing. These aspects includes 7P's which is more
essential for the company to introduced their new confectionery goods in marketplace. Another
tool which is used by firm is marketing plan, it describe entire record of company including its
background, mission, vision, objectives, internal and external factor, Budget and many other.
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