Marketing Essentials: Cadbury and Nestle Comparative Report

This report provides a comprehensive analysis of Cadbury's marketing strategies, encompassing the roles and responsibilities of the marketing function, its relationship with other organizational departments, and a comparison of its marketing mix with Nestle. The report delves into various marketing concepts such as production, product, selling, marketing, and societal marketing, highlighting their relevance to Cadbury. It examines the key roles of marketing, including understanding customer needs, monitoring market trends, and upholding brand values. The responsibilities of the marketing function, such as satisfying customer needs and market segmentation, are also discussed. Furthermore, the report explores the interrelation between the marketing department and other departments like research, human resources, and finance. A comparative analysis of the marketing mix (7Ps) of Cadbury and Nestle is presented, followed by a discussion on the formulation and evaluation of a marketing plan. The report concludes with key findings and insights into Cadbury's marketing practices.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing function...................................................................1
P2 Roles and responsibility of marketing function and it relation with other department of
organisation.................................................................................................................................3
TASK 2 ...........................................................................................................................................4
P3 Comparison between marketing mix of two organisation among same sector.....................4
TASK 3............................................................................................................................................7
P4 Formulation and evaluation of a marketing plan...................................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The term marketing is explicated as an set of activities and institutions, process of
developing and promoting the organisational products among individuals. Marketing refers to a
process of collecting information from society or customers to add value among products and
services according to individual requirements. In simple terms, marketing is a process of
promoting, selling, researching and distributing about company products and market area.
Cadbury is selected as an organisation for this report and it is operating their business within
confectionery industry. It was founded in the year 1824 and in present scenario management of
Cadbury is offering their products at global level (Ahmed and Rahman, 2015). Moreover, this
report highlights on key roles and responsibilities of marketing and their relation with
organisational context. Marketing mix and it relation with planning process to accomplish
organisation goal will also included in this report. In the last, formulation and evaluation of
marketing plan is also focused in upcoming report.
TASK 1
P1 Roles and responsibilities of marketing function
Marketing is defined as a process of science and art for investigating, formulating and
delivering better value among organisation for satisfying needs and wants of target market.
Marketing process also identify needs and wants of a target market for analysing customer
requirements. In context of Cadbury management utilise marketing process to enhance company
profits. Some concept of marketing are mention as follow:
 Production concept- The term production concept is defined as a production oriented
business and it is implemented among dominating market. Further, large organisation
which are at monopoly stage implement production concept. In tradition period, all
business perform work according to production concept as it help to control the cost of
operations which aids business to enhance their profits.
 Product concept- This concept refers that products are designed to perform their work
with more capability and quality that leads to influence the price of products.
Organisation such as Cadbury are also influenced due to change in the price raw-
materials (Bahadir, Bharadwaj and Srivastava, 2015). So product concept prefer to
formulate or manufacture production according to need of customers.
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 Selling concept- Product as well as production concept both are focused towards
production. But on the other side, selling concept refers to generate actual sale of
products by focusing on all available methods to sale products. Along with this selling
concept leads organisation to promote organisational products.
 Marketing concept- Most of the existing organisation which are performing their work
at global level prefer to perform their work with involving marketing concept among
organisation. This also refers all activities which are focused towards consumers aim
towards need and wants of customer (Camilleri, 2018). It also leads organisation to
perform their work through conducting an effective market research.
 Societal marketing concept- It is relatively a new marketing concept which highlights
on needs and wants of target market. The main concept of societal marketing concept is
to deliver better value in products as compare to competitors. It also refers societal
marketing concept emphasizes on well-being of society and customers.
Roles of marketing function
 Listening of customer needs- For establishing or implementing a market strategy it is
essential for organisation to identify and understand customer needs. Along with
marketing department of organisation is responsible for receiving and understanding the
customer requirements in order to satisfy individual requirements in an appropriate
manner.
 Track trend and monitor competition- With previous aspect of organisation it is
essential to understand the position of business in the market. From the perspective of
Cadbury monitoring of business help to complete all work with formulating competitive-
edge in market. Along with this by monitoring the market and industry trends on regular
basis marketing department of Cadbury also accomplish opportunity in market as a first
mover advantage (Chang, Yu and Lu, 2015).
 Brand values and work- With the analysis of brands it is identified by management that
service, product and company perform an essential role for organisation. In the context of
Cadbury marketing department is responsible to perform all work as per organisation
brand value. Example- Dairy milk chocolate of Cadbury show the richness of milk and
chocolate in their products.
Responsibilities of marketing function
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 Satisfying customer need- The prime responsibility of marketing function is to satisfy
customer need by adding more value in company products. So it refers Cadbury
department arrange all resources and complete an effective research for analysing needs
of customers. This also leads organisation to offer better value within business to
complete all work in an organised manner specifically according to customer
requirements.
 Market segmentation- By monitoring the existing scenario of globalisation it is
identified that market of organisation is too volatile. Therefore, business organisation
require an accurate segmentation that is formulated by marketing department. It also
refers marketing manager of organisation identify the need of customers in a diverse
market (Datta, Ailawadi and Van Heerde, 2017). This is also beneficial to promote and
manage products of respective organisation effectively among company market. So this is
the responsibility of marketing department to sale products effectively by segmenting all
products in an appropriate manner.
P2 Roles and responsibility of marketing function and it relation with other department of
organisation
Marketing function perform an important role for organisation that enclose about various
functions of business which include advertising, financing and transporting the products. All
aspect of organisation are included in marketing process to satisfy customer needs. Some aspects
which demonstrate relations between marketing and other department is mention as follow:
 Marketing and research department- In an organisation it is essential for business to
conduct an effective market research as it is essential for Cadbury to manufacture
products according to need of customers. So marketing department interact with research
department for learning some techniques that aids to conduct research in an appropriate
manner (Fan, Lau and Zhao, 2015). Moreover, research department also ensure that ideas
which are obtained from market are practical such as favourable for business or not.
 Marketing and human-resource department- Individual or employee are one of the
most important asset for organisation. Along with this it refers that human-resource
departments perform an important role which is leading business to complete their work
by undertaking valuable aspects. Marketing department also require different individuals
and it is used for completing work in an accurate manner. Example- marketing employees
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require high communication skill because it helps to manage and complete work as per
customer requirements.
 Marketing and finance department- Both marketing as well as financial department
perform an important role for organisation. In simple terms it is identified by
management that marketing department perform an important role for organisation which
helps in managing work according to decided budget. Further, by completing all work in
a decided budget Cadbury department also improve their profits. Marketing is a broad
term which is implemented at large level so this is important for business to complete
their work as per decided budget for promoting products with low cost at large level.
After successfully analysing the techniques and methods related with marketing department of
company it is easy to complete all work at a large level (Festa and et. al., 2016). Example-
identify of customer need relates with research department of organisation. So marketing as well
as other department of business are inter-relate with each other. Further, Cadbury products are
managed in market with the support of human-resource so it is essential for marketing
department for communicating with personnel manager in order to complete work with skilled
and potential employees.
TASK 2
P3 Comparison between marketing mix of two organisation among same sector
Marketing mix- The term marketing mix is defined as a set of action, plan and tactics
which is utilised by an organisation for promoting their product and brands among the market
(Gonzalez-Zapatero, Gonzalez-Benito and Lannelongue, 2016). Four P's of marketing mix are
universal which is implemented among all departments. In context of Cadbury seven P of
marketing and its comparison is mention as follow:
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Illustration 1: Source(https://www.smartinsights.com/marketing-planning/marketing-models/
how-to-use-the-7ps-marketing-mix/)
Basis Cadbury Nestle
Product Cadbury offer a large range of
products and it undertakes a strong
and depth information about their
products offering which includes
chocolates, candies, gums and biscuit.
Along with this Cadbury offer their
products among different organisation.
This also refers that demographic
factor of respective organisation is
wide that support to cover a large
market share.
The product range of Nestle
include different products that
are utilised for managing various
food products. Beverage, Milk-
products, cooking ideas etc. are
some of the major product
variety. So it helps Nestle to
deliver their products at a large
level. This is also used to
achieve large market area.
Price Quality of a product relates with the
price factor of product (Hanssens and
et. al., 2014). In the context of
On the other side, Nestle decide
the price of their strategy
through analysing requirements
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Cadbury skimming price strategy is
implemented by organisation to
introduce their product. Moreover,
price skimming strategy also leads
management of Cadbury to take
advantage of charging high price from
it customers.
of each product. This is because
Nestle deal in different products
manufacturing. Further, for
universal price of all products
related with Nestle management
implement competitive price
strategy in order to deal with
rival organisation.
Place Cadbury products are available among
all over the world. So due to the robust
distribution system it is easy for
management to analyse the impact of
products at global market.
Organisation also ensure that it
products must be available at all over
the world. It refers to increase
customer base of products Cadbury
place it product among rural and urban
area.
In the context of NESTLE
management distribute their
products with implementing
FMCG method. This also
involve the system which is
related with breaking
perspective. Moreover, sales
network is also used for
increasing the number of place
among business (HR and Aithal,
2020).
Promotion One of the most wide aspect which is
utilised by Cadbury relates with
promotion of company products by
using the digital channel as it is used
to promote company products at large
level. Further, the main focus of
organisation is to arrange different
campaigns for accomplishing more
success in market.
The promotion of Nescafe
products is widely depend on the
tune as it one of the most
appropriate method to advertise
organisation. Example- Most of
the individuals are aware about
Nescafe tune and it help in
promoting all products which is
related with NESTLE.
People All individuals or human-resource
who are engaged in operations of
People are the most important
element for NESTLE as it leads
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Cadbury perform an important role for
accomplishing organisation goals and
objectives (Lee and et. al., 2014).
Moreover, personnel manager recruit
skilled employees to perform all
activities in an organised manner.
organisation to perform work
according to decided strategy.
Moreover, personnel manager of
Nestle trained employee's
according to analysis of
customer feedback.
Process Actual procedures, mechanism and the
flow of activities include the process
of an organisation. In the context of
Cadbury management implement
transparent process as it help to
complete work according to decided
step. So process of Cadbury generate
long term perspective which is used in
managing long term process for
business.
In the context of Nestle, process
of organisation refers to manage
and complete task as per
organisational perspective that
leads to generate better interface
among organisation as the series
of business helps in completing
all work by engaging all steps
that leads to complete work in
proper manner.
Physical evidence Cadbury provide information about all
of their products, partnership and
business perspective as it is used for
managing growth of business. Like,
Cadbury develop an effective
relationship through completing work
by using physical evidence context
(Liu and et. al., 2017).
NESTLE and it's advertisement
techniques are more focused
towards implement of right
techniques which helps in
managing stores with
undertaking essential aspect of
business as all Nestle products
are delivered at global level.
TASK 3
P4 Formulation and evaluation of a marketing plan
Marketing plan refers to the integrated actions and activities of a overall business and in
the context of a particular year. The term marketing plan refers to manage all actions which is
utilised by manager for managing their work according to decided action. Along with this
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marketing plan also support management by performing work as a blue print to complete its
activities properly.
Overview of Cadbury
Cadbury is the second largest organisation which is performing their business in the
confectionery industry. Along with this the headquarter of organisation is depend on
international market which is situated in Uxbridge, West London. It leads business to manage
their business from more than 50 countries (Miles and et. al., 2015). Dairy milk chocolates,
Cream Egg and selection of Roses box are the example which help business to promote products
in confectionery industry. Along with this Cadbury is managing their business among all over
the world in order to earn large amount of profits.
Marketing objectives for new business plan
An organisation introduce and launch all kind of product at the marketplace to perform
their work according to business objectives. This also refers the main objective of business is to
complete their work according to need of customers. The existing methods for this business plan
is to design sugar-free chocolates which helps in managing work for a new current trend in
market. In the context of Cadbury some of the major objective that are followed by organisation
is mention as follow:
 Specific- Marketing objective of Cadbury is to increase their customer base with 10% for
each quarter (Setiawan, 2014). This is also used to manage all work which increase
business perspective and sustainability in market.
 Measurable- By increase in customer base target of customers are managed to manage
and complete work through performing task and measure them for longer period.
 Achievable- To accomplish the targets in an appropriate manner it is essential for
business that all target are achieved by contributing essential resources in market.
 Relevancy- It provide support to managers to obtain high market share for managing
work as per rival organisation.
 Time-bound- The specific time period to achieve all objectives is three months and it
leads Cadbury to perform and manage work as per organisational objective.
STP for business
Segmentation- The term segmentation is defined as a market area which is based on the
taste and preference of consumers. In the context of segmented population both male as well as
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female perspective consume chocolates. Along with this in the context of Cadbury marketing
management implement the demographic bases of segmentation as it help manager to complete
their work according to current trends (Solimun and Fernandes, 2018). On the other side,
segmentation of business helps in improving the sustainability of market.
Targeting- According to the process of targeting an organisation implement techniques
which is used for completing work according to the specific group. This define that Cadbury
select a specific market area for satisfying need and wants of customers. On the other side,
selected area for business relates with entering into market on the basis of managing work that is
used in targeting all customers that is related with health segment of market.
Positioning- This is the last step and model which is utilised by the Cadbury for
promoting their products at a large market area. It also refers that sugar free chocolates helps in
managing work by attracting different number of individuals. This also refers marketing position
for business helps to develop area that make better place in market and it also promote products
by understanding essential information with person.
Marketing mix
Marketing mix is an effective technique which is useful to evaluate all products and
service in market. Marketing mix for the new product of Cadbury is mention as follow:
 Product- Sugar-free chocolates are manufacture and launched by Cadbury which
consists all essential ingredients among products for ensuring health safety of individuals.
This is also used to launch products which influence individuals for purchasing products
related with health segment of business.
 Price- According to price skimming strategy and it engagement among company
products lead individuals to launch all product in an effective manner. Along with this
market for confectionery industry is too high that refers company is more focused to
attract individuals for longer period.
 Place- Products are introduced in the different cities of UK in its initial period which also
refers that origin country of organisation help to place all products at different position.
 Process- Equipments and other resources which is used by Cadbury to produce products
are high in cost. TQM and lean manufacturing system improve efficiency for business
process through improving company results.
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 People- organisation require skilled employee's and specifically those who obtain high
knowledge about the health nutrients. It helps in managing work with motive of
developing essential skills in business.
 Promotion- All digital channel and social platforms which is used to discuss all scheme
helps in advertising all products of Cadbury. This also refers all products are promoted to
improve company profits (Yousaf and Xiucheng, 2018).
 Physical evidence- For new chocolates organisation consider about the perspective
which is used to attract more number of customers. This refers physical evidence for
business helps in enlightening about product based perspective to attract more number of
customers.
Implement of promotional launch
Organisation consider various promotional actions and activities which is used by the
management for generating better interest among customers about company products. Their are
different promotional tool exists in business which consists about managing work according to
social media platforms. For this budget management leads to complete work as per estimating
different activities as it helps in improving behaviour of employee's. On the other side, with
generating estimation for all task marketing team utilise all funds in a utilised manner. Some
aspects of budget that are related with plan for sugar-free chocolates is mention as follow:
Particular Amount (£)
Advertisement 5,000 (£)
Machine and equipments 10,000 (£)
Transportation cost 4,000 (£)
Salary and Wages 8,000 (£)
Total 27,000 (£)
CONCLUSION
As per above discussion it is concluded by management that marketing activities perform
an important role for organisation as it helps to drive longer results for organisation. Along with
this growth and development of business are also recognised as an important perspective and it
leads management to complete their work at different locations. Roles and responsibilities pf
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