Marketing Essentials Report: Cadbury and Nestle Analysis

This report provides a comprehensive analysis of marketing essentials, focusing on the strategies of Cadbury and Nestle. It begins with an introduction to marketing's significance in business growth, highlighting its role in advertising, promotion, and customer retention. The report delves into the roles and responsibilities of marketing functions, such as gathering market information, marketing planning, product development, and branding. It then explores the interrelationship between marketing and other functional units like finance, human resources, production, R&D, IT, and customer service. A key aspect of the report involves a comparative analysis of Cadbury and Nestle's marketing mix, examining their product strategies, promotional activities, and pricing policies. The report concludes with a summary of the key findings and insights into effective marketing practices.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Roles and responsibilities of marketing functions ..........................................................1
P2 Interrelationship of marketing with other functional units ...............................................4
TASK 2............................................................................................................................................6
P3 Marketing mix of two different organisations...................................................................6
TASK 3..........................................................................................................................................10
P4 Covered in PPT..............................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is an eminent key factor; the growth and success of every business
organisation is rely upon the same. Within organisation, most of the aspects of are depended
upon effective marketing activities. Marketing involves advertising, promotion, sales and public
relations. Along with this, marketing is a process through which products and services of
company are going to be introduced in market. It aids managers to attain and retain customers for
long term period. It generates awareness among people as they can know more about products
(Akroush, 2011). Marketing professionals use different communication channels so as to
communicate with their target as well as potential customers. Cadbury is the chosen organisation
in present report which is a British multinational confectionery firm and the second largest brand
of chocolates. Firm is currently operated in 50 countries across the world. The main objective of
Cadbury is to deliver qualitative and value added products to customers so as to obtain high
competitive advantage. Apart from this, the report will define roles and responsibilities of
marketing functions. There will a discussion on how marketing is related with other
organisational functions. Marketing mix of two different companies will also be defined in this
assignment. Furthermore, a basic marketing plan will be prepared.
TASK 1
P1. Roles and responsibilities of marketing functions
The core concept of marketing is to generate value for customers as they can attract
towards company. It helps managers to always connect with their target and potential customers
in order to gain knowledge towards market trends. In this context, certain marketing strategies
and policies are evolved with an aim of accomplishing high competitive advantage. It is liable
for increasing the sales and profitability. Marketing also aids managers to find out new
customers and promote firm's products. Therefore, the marketing can improve company's
reputation or image at marketplace; it builds brand name recognition across the world.
Cadbury is also using effective marketing strategies and policies in order to attain and
retain consumers. The firm always focuses on producing new and attractive chocolate items for
kids and youth. Below mentioned is the importance of marketing for a business organisation: -
 The foremost significance of marketing is to create high competitive advantage from
target market by providing qualitative products and services to customers. For example-
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if Cadbury provides value added products to people then it helps in maximising number
of customers who are highly responsible for the growth and success.
 For an economy, to work well, producers and consumers need information to help them
make their decisions, so that producers will provide the types of products and services for
that consumers are willing and able to buy (Brettel and et. al., 2011).
 Marketing department conducts market research for getting knowledge about needs and
demands of consumers in order to fulfil their unsatisfying needs and wants. It also aids in
improving public relations of Cadbury with target audience.
 It boosts up the risk taking capabilities of business entities. Companies at the greatest risk
are those who fail to carefully monitor their competitors as well as buyers.
 Effective and efficient marketing is a never ending pursuit.
In order to perform effectively in the target market, it is essential for managers to adopt
certain marketing functions. It gives strengthen to all commercial activities or tasks. There are
given few marketing functions that are followed by Cadbury to achieve its goals and objectives
which are stated as under: -
(Source: What is Market and discuss the Main Functions of Marketing,2011)
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Illustration 1: roles and responsiblities of
marketing functions

 Gathering and examining marketing information - Collecting and analysing market
information is an imperative function of marketing. Under this function, managers get a
chance to understand their customers in a proper manner. There are different methods of
gathering marketing information such as research, questionnaire, online surveys, etc.
With this, management can establish impressive marketing strategies and policies (Civi
and Persinger, 2011). Along with this, Cadbury collects, monitors and interprets facts
from internet as well as external sources. These sources can be records, findings of
research department, sales persons, publications, government reports, etc. Besides this,
retailers are the best way to get information about customers' taste and preferences. Marketing planning – For accomplishment of firm's goals and objectives, management
has to develop a basic marketing plan. It should be able to deal with futuristic situations
in an effective manner. The plan is developed with a specific aim or target. For example-
market share of Cadbury is 20% and company wants to maximise it by 35% in the
upcoming years. Thus, the marketing plan should be developed for certain time period. In
this plan, senior managers need to focus upon improving production and performance
level. Product designing and development – It is the foremost function of marketing
department. It is fundamental for every business entity to produce and launch new
products for customers. It helps companies to capture high market share and growth
opportunities. In addition, product designing has a significant role in product selling.
Buyers will be purchased only if they liked the product and services of the firm. . In
other words, firms which will provide better and attractive goodies are able to increase
firm's sales and profitability rather than others (Dibb and Simkin, 2013). Therefore,
product’s design matters a lot and have to affordable by customers. With this aspects,
Cadbury can easily sustain high competitive advantage. Standardisation and grading – It refers with identifying the product’s standards
regarding its size, quality, weight, design, raw material, colour, etc. It makes easier the
sales process for a company. In Cadbury, products are graded on the basis of their values
and colours. Along with this, it helps managers as they can easily find any product from a
sort.
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 Packaging and labelling – Packaging of the products should be attractive and
impressive. It aids products from any damages, breakages or destruction at the time of
storage or transit. Along with this, packaging facilitates handling and conveying goods
from its production place to delivering place (Gordon, 2012). Apart from this, labelling
states a slip that is found on the product; it provides all relevant information regarding it
product uses as well as benefits. Branding - Every business owner wants to their product has special identity at
marketplace. In order to realise this wish, companies give a specific name to their
products that makes them differentiate from others. The overall procedure is called
branding. It helps attracting customers and connects them with long term period. Cadbury
is a royal brand itself.
 Physical distribution – It relates with the procedure of taking products and services from
one place to another. In this perspective, companies are used transportation, inventory,
warehousing and order processing. The main objective of physical distribution to take
things at right place on right time and create place utility. Transportation facilities
should be very fast and effective so that product can reach on time to its end users.
P2 Interrelationship of marketing with other functional units
In today's corporate world, it is very difficult for business owners to remain growth and
success for long term period. Thus, to deal with this situation management have to develop
strategy in which all department can work together. In relation of marketing, there is required to
assess the quality, price, value of a product. So that marketing managers need to work with all
functional units in order to obtain high competitive advantage and market growth for long term
period. There is described the interrelationship of marketing with overall business organisation: - Finance department – Financial department of the company is responsible for raising as
well as deployment of funds. The subject matter of this unit is to portfolio management,
capital budgeting, long and short term finance sources and dividend policy. In relation to
marketing, finance manager takes investment decisions regrading investing in products
and services. For effective completion of marketing activities there is required huge
amount of money (Hair and et. al., 2012). Therefore, the while developing annual budget
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finance manager decides a certain amount for marketing activities, i.e. promotion and
advertising so that company can easily perform its all operations. Human resource department – The department is liable for managing manpower or
personal management. It is related with managing and obtaining a well satisfactory work
force. The core work of human resource managers is- recruitment, selection, training,
selection, promotion, performance appraisal, motivation and other aspects which are
included in personal management. In context of marketing, if employees are well
qualified and trained then they can easily communicate with their target audiences. It
helps Cadbury in determining needs and demands of customers so that firm can easily
achieve its goals and objectives. Production and operational department – Production management states planning,
directing and controlling all activities which are involved in manufacturing process.
Operational department of Cadbury is also liable for improving the quality of products
and services; it will be contributed in sales and profitability of the firm. Beside this, the
main motive of marketing is to generate high sales. If buyers will get new and innovative
products then companies can achieve their goals and objectives (Hansson, Wrangmo and
Solberg Søilen, 2013). Therefore, the interdependency among marketing and sales
department is creation of new products and improving existing offerings of the firm that
is based upon market research. Research and development department – The unit consists with investigating different
activities which are related with business in order achieve desired outcomes in a certain
time period. It can be related with an entirely new product or product line as well as boot
up the existing once with extra features. Along with this, research and development
department of business organisation also analyse firm's market position, customers'
perceptions, competitors strength etc. Hence, if marketing department have all these
details then it can easily improve its strategies and policies. It help in fulfilling customers'
demand in an effective manner. Information technology – The department is responsible to resolve technical issues or
problems which are occurred at workplace. IT managers also keep past data and records.
All these things are assistive for marketing department in its decision making process
(Jain, 2013). If managers have historical data and information about customers then they
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can easily improve in its marketing strategies. Apart from this, IT department also helps
in improving customer relationship by using different tools and techniques.
 Customer service department - This department of the company is liable for resolving
customers' queries and barriers which can occurred after purchasing of a product. If
company is able to resolve all queries of customers than it can easily gain their interest
towards themselves. It also helps in sustaining target audiences for long term period. It is
really beneficial for marketing department to win customers' heart and building market
reputation in an effective manner.
As per the above discussion, it is analysed that marketing department of the company
have to work with other functional units in order to achieve firm's goals and objectives in a
certain time period.
TASK 2
P3 Marketing mix of two different organisations
Marketing mix is the significant tool which aids in developing right marketing strategy. It
can be implemented through different tactics. Marketing mix is an assessment of firm's product,
promotional strategy, pricing policy and plays; all these have an eminent role in marketing
approach.
Marketing mix is used by Cadbury in order to analyse its products with competitors and
make effective solutions for the same. Below mentioned is the marketing mix of Cadbury and
Nestle: -
Marketing mix of Cadbury and Nestle: -
Basic Cadbury Nestle
Product Cadbury has power house of product
line; the firm is serving huge variety of
products in order to attain and retain its
customers. The main products of
Cadbury are – Dairy Milk, five star,
Bournville, oreo, eclairs, perk etc. are
the main products of this confectionery
brand. Apart from this, Bournville is the
Nestle is one of the leading food
company; it has almost 8000 brands
with having a variety of products
over the world. Nestle is the popular
brand name on a product is promise
to the customer that it is safe to
customers. The prime products of
the Nestle are – dairy products,
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major leader in milk beverages that is
now becoming the market leader.
Recently, the firm has launched Halls as
a mouth fresher and remedy that is
largely like by customers in UK. Now
the firm is preforming in almost 60
countries; where it has large group of
customers who are liable for firm's
growth and success (Khan, 2014).
beverages, maggi, pasta, coffee etc.
Its Alpino chocolate is mostly liked
by customers. Milky bar, polo,
eclairs, munch and kitkat are
famous among children and youth.
Price In UK, pricing factors plays an
important role in selling products. The
pricing policy of the company should
be very clear and flexible so that
customers can easily afford it. Apart
from this, the quality of Cadbury
chocolates are high, its Oreo capture
high market share. As the products are
good in quality therefore they are
always expensive. But some its other
products, such as- five star, dairy milk
and perk are provided at lows prices in
market. Dairy milk is seemed as they
premium brand of chocolates but it is
served as low prices. In order to gain
high competitive advantage the firm is
adopting pricing skimming policy. It
aids in improving market growth and
vitality of the firm.
In order to gain high competitive
advantage in target market; it is
necessary for Nestle to adopt a
effective pricing strategies. In this
perspective, the firm is using
penetration pricing. In this, company
is offered low pricing of new
products in order to attain and retain
customers (Ko, Hwang and Kim,
2013).
Place The place is where customers can buy
products and it is also related with the
Nestle is dealing at global level; the
corporation uses huge variety of
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means of distribution from where a
product is going to be placed. Cadbury
always select appropriate and
convenient place for its product
distribution. Apart from this, product
distribution chain of Cadbury is
widespread. It is focused upon both
areas, urban and rural. But the company
has low marketing in rural areas as well
as the demand is also weak. It follows a
strict supply chain, i.e. customers >>
C&F agent >> distributor >>retailers
>> consumers. Therefore, the
distribution cost of the firm is also high
which can also increases the product
prices.
effective and efficient distribution
mixes and supply in order to make
products available for customers.
Apart from this, Nestle sells its
products only in urban areas and
metro cities.
Promotion Promotion relates with various ideas
and strategies which are regulated by
management so as to generate
awareness among end users towards the
brand and products of the company
(Larashati, Hudrasyah and Chandra,
2012). Cadbury uses different
techniques to promote itself in market
and improve the brand image of the
company. In this perspective, the
company highly spend huge amount on
advertising channels, i.e. print media,
radio, television, social media etc.
Cadbury has effective tag lines that can
raise the recall value of brand within
Nestle does spend huge amount on
promotional activities. As it is a
famous brand so that there is no
need of large promotion or
marketing. The firm prefer to
personal selling; it can improves
public relationship of Nestle with
society in an effective manner.
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customers. The firm is also promote
itself on social media.
Process Cadbury keeps its production process
always open among customers so as to
attain and retain them for long time of
span. It always keeps to remain past
record and data about customers.
The firm is prefer to manage healthy
and positive relationship with
customers. It contacts with
customers after sale services in
order to take feedbacks and reviews
from them. Apart from this, Nestle
customer services through phone
calls and emails.
People People are the most significant factor
for every organisation. As Cadbury is
customer oriented; it is essential for the
company to develop strategies which
are able to attain and retain buyers. It is
fundamental of Cadbury to meet
customers' desires in an effective
manner by providing qualitative and
value added products. It also organises
different events so as to interact with
public and recognise their views.
The company tend towards internet
marketing in order to get maximum
performance and potential from
employee; with an aim of
accomplishing competitive
advantage (Lee and et., al., 2013).
Nestle highly emphasis on
recruitment process; its hiring teams
are well selected and decentralised.
Along with this, the diverse working
environment also enables staff
members to respond quickly and
reduce the effect of cultural
differences.
Physical
evidence
It relates with interior and exterior
facilities which are provided by
company to its customers. Cadbury
always try to get physical questioning
and recognise buying behaviour of
customers.
The firm is using introducing
nutrition lables on its products, i.e.
Cerelac to provide physical hints to
customers. The packaging of food
items also involves infant formula
and nutrition table so as to provide
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better knowledge to customer about
ingredients.
TASK 3
P4 Covered in PPT
CONCLUSION
As per the above discussion, it has been concluded that marketing plays an eminent role
in growth and vitality of every business entity. It helps management to get aware about current
market trends and customers' demand so as to satisfy them in an effective manner. Along with
this, there are different marketing functions, such as- branding, new product development,
gathering marketing information, packaging, physical distribution etc. The marketing department
of Cadbury needs to work with other functional units, such as- finance, human resource,
operational and production department in order to achieve firm's goals and objectives in an
effective manner. Furthermore, marketing mix helps a business organisation to sustain high
competitive advantage by producing attractive products to customers. At last, a marketing plan
should be developed in order to manager all activities or tasks in a proper way.
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