Marketing Essentials: Cadbury and Nestle Comparison and Marketing Plan

This report provides a comprehensive analysis of the marketing strategies employed by Cadbury and Nestle, two leading confectionery brands. The introduction highlights the importance of marketing in the modern business environment, emphasizing the need for effective strategies to promote products and services. The report details the key roles and responsibilities of the marketing function, including market research, management information systems, product development, pricing, promotion, and distribution, particularly within the context of Cadbury. It then explores how marketing functions relate to other organizational units such as finance, human resources, R&D, operations, and sales. A significant portion of the report compares the marketing mixes of Cadbury and Nestle, examining their products, pricing strategies, distribution channels, and promotional activities. Finally, the report includes the development of a basic marketing plan, applying the 7Ps of the marketing mix to a specific scenario. The conclusion summarizes the key findings and insights from the analysis.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing function............................................................1
TASK 2............................................................................................................................................3
P2 Roles and responsibilities of marketing in relate to organisation context.............................3
TASK 3............................................................................................................................................4
P3 Comparison of marketing mix of Cadbury and Nestle..........................................................4
TASK 4............................................................................................................................................8
P4 Produce a basic marketing plan.............................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
In this modern era, marketing plays a crucial role in growth and sustainability of every
business association in respect of promoting products and services at marketplace. When a
product is launched in marketplace it is essential for managers to acquire proper marketing
strategies and policies as more and more people get aware about it. An effectual marketing
process encompasses with determining target audiences and fulfil their needs and wants in the
best possible manner. The present assignment is based upon Cadbury; its is a world's leading
confectionery brand which is famous of chocolates. In order to improve market condition of the
company, marketers of Cadbury are tend towards generating new and innovative products. Apart
from this, the report is going to be described roles and responsibilities of marketing functions and
how they are related with wider organisational context. Furthermore, a basic marketing plan will
also developed by considering 7Ps of marketing mix.
TASK 1
P1 Key roles and responsibilities of marketing function
Marketing is essential activity which helps organisation to provide appropriate
information to people about variety of products and services. Management of Cadbury provide
different food items to attract large number of people and make them purchase thing in according
to their taste and preferences. These are various roles and responsibilities that are performed by
marketing team are stated beneath: Market research and development: Market survey is technique used by management to
have complete information about needs and wants of people. This helps Cadbury to have
accurate data about competitor's offerings. Feedback from customers is taken by seniors
to acknowledge quality of items. This benefit firm make changes in system and provide
creative things to people (Morgan, 2012).
 Management information system: Administration provide appropriate data to
subordinates about goals and objectives of Cadbury. Along this, marketing team give
appropriate information to staff about taste and preference of public.
 Product: Cadbury provides different variety of food items which help management to
attract large number of customers. Along this, modification and transformations in
products are made by firm to grab attention of people. With help of promotional
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techniques that is online advertising and electronic tools such as television and
newspaper. These are tactics used to inform customers about new items and influence
purchase decision of buyers.
 Financing: Executive of Cadbury require to utilise funds and provide money to each
department to conduct activities effectively. Financial statements are formulated by
management to have complete information about expenses and income. Marketing team
frame budget and distribute funds in different promotional techniques to inform people
about items and give benefits to them.
 Price: Cadbury provide different range food items to attract large number of people.
Marketing team responsibility is to set appropriate rates in according to quality of
products and rival brands. Along this, various discounts and offers are provided at special
occasions and festivals to influence customers and make them purchase things
accordingly (Ratiu and Avram, 2013).
 Promotion: Online advertising, sales promotion, publicity and social media are various
techniques which are used by marketing team of Cadbury. These tools are used by firm
to inform people about items and attract large number of customers. Company have
strong market image and reputation which help management to establish competitive
advantage in respect to rival brands.
 Distribution: Cadbury delivers items in different nations which help management to
have large market reach and customer base. Retail shops and wholesalers are used by
marketing team to provide things to people and make them purchase things in according
to their taste and preferences (Satit and et. al., 2012).
Therefore, these are various activities which are performed by marketing department to
inform people about variety of items and services. Cadbury has good image and reputation in
market which helps management to attract large number of customers. Different pricing,
promotion and distribution strategies are used by marketing team to influence people and make
them purchase things in according to their taste and preferences.
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TASK 2
P2 Roles and responsibilities of marketing in relate to organisation context
In each and every organisation, administration duty is to conduct appropriate business
operations to accomplish goals and objectives. HR, finance, R&D, operation, sales are various
department which have connection and gets support from marketing team. This is relationship of
marketing functions with other unit which are stated below:
Finance and marketing department: Balance sheet and profit & loss are various
financial statements which are constructed by management to have accurate information about
income and expenses. Marketing team of Cadbury are given appropriate funds to use appropriate
promotional techniques such as online advertising, social media, sales promotion, publicity and
personal selling. Marketing budget is formulated to utilise money and inform people about
products and services.
Human resource and marketing department: Recruitment, selection, compensation,
training and development are various practices which are executed by employer of Cadbury.
These activities help management to have adequate manpower to conduct adequate business
activities. Marketing team require to have skilled staff which frame attractive message to
influence people and provide them information about products. Meeting, conference, sessions
and seminars are executed to enhance skills and abilities of members; thereby make them
perform tasks effectively (Sheth and Sisodia, 2015).
Research & Development and marketing department: Management responsibility is to
conduct survey to acknowledge needs and wants of people. Marketing team provide support and
help to operation members to provide variety of items and services. Feedback from customers
are taken by seniors to have information about quality of products and image of firm. This help
Cadbury to use latest tools and techniques in system to provide creative and unique things to
people.
Operation and marketing department: Marketing team have complete knowledge about
needs and wants of people. This helps production staff to produce things in according to taste
and preferences of customers. Innovation and modification in products are made by Cadbury to
deliver variety of items in market. This help management to attract large number of people and
give them products in according to their demands.
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Sales and marketing department: Functions of both department are interrelated with
each other. Marketing division used to identify demand of targeted customers in a proper manner
which help sales department in completing the same. Online advertising, sales promotion,
personal selling and publicity are techniques used by Cadbury to inform people about variety of
items and services. This helps salespeople to easily attract people and make them purchase items
in according to their taste and preferences. Cadbury is popular and well known brand which help
marketing team to attract large number of people easily (Taneja and Toombs, 2014).
TASK 3
P3 Comparison of marketing mix of Cadbury and Nestle
Marketing mix can be termed as the marketing tools set which organisation optimise to -
pursue targets and objectives of marketing. This refer to seven major elements of marketing mix
i.e. price, product, promotion, physical evidence, process, place and people. Cadbury is one of
the emerging and leading organisation that deliver wide product range in several countries.
Marketing mix can help the company in business deployment overseas which is mentioned as
below:
Particulars Nestle Cadbury
Product Nestle is providing four different units
of strategic business within the
company which are used to manage
different food items (Morgan,2012).
Organisation is giving a various
products like as milk items, beverages,
cooking aides as well as prepared
dishes, chocolates etc. There are two
main Nestle brands which are
contributing at high level of brand
equity like as Maggie and Nescafe.
The range of product of
Cadbury is quite large as this
has their range in numerous
segments. Those commodities
are categorised as per the sales
changes and season in every
nation. Not only the large
range of product are provided
to the consumer but also
festivals and occasions.
Organisation has ventured into
the biscuits and ice-cream into
the classification. Company
has various services such as
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Pretzel, Oreo, Caramel Cake
Bars, Brunch Hazelnut,
Cadbury Five Star etc. This
has made a large influence in
the industry and has
continuing to develop at rapid
rate (Ratiu and Avram,2013).
Price Nestle price is dependent within a
market of every particular goods. e.g.
Maggie as well as Nescafe are having a
clear leaders are having higher margins
of their prices for the organisation. It is
having a better quality of goods as well
as they are using a strategy of
skimming pricing which will not able
to arise a situation of switching brands
by buyers (Satit,and et. al., 2012).
Their pricing techniques are comes
from its consumption or
pacakagingwhich is based on pricing.
They are proving various items to their
customers at a low cost also which is
easily affordable by their customers.
The cost of Cadbury products
are priced according to their
quality. The cost are higher for
some services such as
Bonneville and there are
distinct services and products
that are cost low to the
requirements of carter of other
sector. The pricing strategy of
organisation rely over
packages, demand and
competition. They provide
numerous option to people that
are according yo the product
size. The company
strategically framed the cost of
package so be more accessible
to their people.
Place Organisation is following the
techniques of fast moving consumer
goods of distributing which consists
bulk breaking. The critical strategy of
distribution of Nestle are given below:
Produces of Cadbury are
available globally as the
organisation has wide reach
among the international and
domestic markets and contain
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Producing >> C & F agent >>
Distributors >> Retailers >> customers
Producing >> Bulk customers >> user
There are having these two
ways of distributing a products within a
market place. It is critical of any fast
moving consumer goods organisation.
Therefore, channel of nestle is known
as to be a better sales network as well
as marketing for distributing a channel.
effective distribution channel.
They make certain whether
their services are accessible in
the entiure world in both rural
and urban region (Shethand
Sisodia,2015). Company is
operating their business in
more than 200 nations which is
presenting the strong
distribution channels and
better reach of enterprise.
Promotion Nestle promote their product through
different channel which are help
organisation to create awareness about
their goods at market place. Some
promotional methods are social media
marketing, magazine, newspapers,
billboards, campaigning, organising
charity events and many more resulted
achieve higher customer's satisfaction
in long run (Tanejaand Toombs, 2014).
The company understand the
strengths of promotion of their
products or services as they
opt numerous channels such as
online media, posters, TV,
newspaper etc. It has been
observed as the organisation
has made numerous activities
to their products to reach
people and aware public about
their features. The organisation
has their own tags lines for
certain product for each
specific products such as
Bourneville has “You Earn it”.
This create a different
recognition and influence over
the minds of consumer and
create a better impression in
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the people's mind.
Physical evidence In present market scenario, it is very
important for Nestle to provide product
in creative packaging thus help to
attract large number of individual. For
effective physical evidence, Nestle has
sell their commodities through
supermarket, airports, malls etc. in
order to provide nice store environment
to their clients resulted high buyer
retention.
Physical evidence is the initial
impression of services and
products which they deliver to
their clients or potential buyer.
The organisation has their
certain use of colours and
proper packaging methods
along with the logo which
make them more distinct in
comparison to other (Ratiu and
Avram,2013). The company
use purple colour for each of
their products as their different
recognition among other.
Process It is a one of most important element
that help to create satisfaction as well
as customer get value of their money.
Adaption as well as rapid is a two
important factor which are effected
Nestle performance as well as
productivity at market place.
Management of the company has focus
on their delivery process in which they
are deliver their services to their
consumer and get high customer's
satisfaction in long period of time
(Morgan,2012).
Organisation has their own
distribution and management
process that assist them in
manufacturing, packaging and
distributing their services and
products in more significant
manner.
People Human resources manager of Nestle
has organise training program on time
The company manage their
suppliers and distributor
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to time so that they are creating
awareness about their product
information among buyers. Nestle has
focus on their distributors so that
smoothly run their business activities at
global level.
through managing better
strategy of communication and
business to meet their
requirement accordingly.
TASK 4
P4 Produce a basic marketing plan
Marketing planning – it is a process of assessing more than one potentials interest of
marketplace so as to identify that whether or not business will compete with them. Marketing
planning is based upon an adequate marketing strategy of the company which is acquired by the
firm in order to enhance its sales revenues and high profit marketing. Additionally, marketing
plans provides an opportunity to the company to put certain solid actions which are linked with
where a business wants to go. It involves some activities or tasks which renders guidance to
employees for accomplishing goals and objectives of the company (Rollins, Nickell and Ennis,
2014). Below is defined several steps which are getting involved in marketing process of
Cadbury, such as -
Introduction of the company – Cadbury is a British multinational firm which deals in
confectionery products and services; the firm is a known as second largest brand of chocolates
after Mars. It is a parent company of Kraft food. At present, the organisation is operating across
50 countries and there are over 72000+ employees are working with it. To remain successful in
market, Cadbury provide regular training and development sessions to its workers as they can
learn new skills to generate something new. In 2013, Cadbury has launched a best known British
brand named The Daily Telegraph Britain's most successful exports. The brand specially deals
in chocolates, candies, drinking beverages, snacks etc.
Vision and mission of the company – The prime purpose of the company is to deliver
healthy and value added goods to customers to attain and retain for long term period.; in this
context, the organisation has sets out its vision statement, i.e. to stay competitive and create am
equitable society that is free from all discriminations and run on the standards of social justice.
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Apart from this, the mission statement of Cadbury is to improve market goodwill by producing
effective and qualitative products for customers. Henceforth, to accomplish its mission and
vision statements Cadbury is focused on making certain modifications in its processes. It will
enable to fulfil all promises of the brand towards local communities.
Situational analysis – It can be done through SWOT analysis of the firm: -
STRENGTH
The major strength of Cadbury is having brand
name and global market presence; it is the
main reason as many of customers prefer to but
its products.
Cadbury has a rick product mix as its main
products are – Dairy milk, Five star, perk,
eclairs, brunch peanut, bournville, silk, oreo
etc.
The firm is successfully developed through its
acquisition strategy; recently Cadbury has
made an acquisition with Adams in 2003
which supports to expand the firm in different
markets.
Cadbury has captures highest market share, i.e.
9.9% in confectionery sectors and its annual
sales revenues are - £7971.4 million.
The business organisation is a leader in
respects of making innovation as it helps in
obtaining high competitive edge at
marketplace.
WEAKNESSES
The major weakness of the firm as it is facing
competitive pressure from other brands; it
results decreasing sales and profitability.
There is lack of penetration in rural areas
where individuals does not prefer high rate
products.
Due to its premium price policy of some
products keeps customer away towards the
brand (Wirtz, 2012).
Rising obesity and buyers perception towards
high calories as well as healthier and nutrition
lifestyle hamper the demand of products.
OPPORTUNITIES
One of major opportunity for Cadbury is
confectionery sector is tend towards high level
of merger and acquisition in past decades.
Opportunities can be in terms of increasing
THREATS
Due to lack of understanding of new emerging
markets firms cannot easily survive at there.
There is no brand loyaly of customers in
chocolate segments as they usually change
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market share of the company. their tastes as per the time.
Introduction of new brands and increasing
product range of existing brands affects sales
and profitability of Cadbury.
Identification of marketing strategies – The firm is following marketing strategy in order
to sale its products and services to target audiences. The market tactics supports Cadbury to put
right product at right place and use effective distribution channels which attain and retain
customers (Tariq, 2013). It is essential for business organisations to consider all elements of
marketing while selling in market, such as – products, price, place, promotion etc. for
accomplishing organisational goals and objectives.
Formulation of marketing budget - Following is defined marketing budget of Cadbury: -
Particulars Amount
Initial money 15000
Investment 14200
Total 29200
Marketing expenditures
Advertisement 5000
sales promotion 2000
Direct marketing 3000
Total 10000
Available balance 19200
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CONCLUSION
From the above mentioned report, it get concluded that marketing is one of the important
task for every corporate association as it helps people to get aware about products and services of
company. The report has stated different roles and responsibilities of marketing functions, such
as – purchasing, market research, buying and selling, branding, risk taking financing etc. It is
essential for marketing department of the firm to work cooperatively with all other departments
as it aids to attain firm's goals and objectives as well as also improve organisational efficiency.
Marketing mix of the Cadbury involves 7 elements, such as – product, price, place, promotion,
physical evidence, process and people.
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REFERENCES
Books & Journals
Morgan, N. A., 2012. Marketing and business performance. Journal of the Academy of
Marketing Science. 40(1). pp.102-119.
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developing competitive strategies in the field of higher education. Romanian economic
and business review. 8(1). p.57.
Satit, R. P. and et. al., 2012. The relationship between marketing mix and customer decision-
making over travel agents: An empirical study. International Journal of Academic
Research in Business and Social Sciences. 2(6). p.522.
Sheth, J. N. and Sisodia, R. S., 2015. Does marketing need reform?: Fresh perspectives on the
future. Routledge.
Taneja, S. and Toombs, L., 2014. Putting a face on small businesses: Visibility, viability, and
sustainability the impact of social media on small business marketing. Academy of
Marketing Studies Journal. 18(1). p.249.
Opute, A. P., Dedoussis, E. and Tzokas, N., 2011. BUILDING BLOCKS OF ACCOUNTING-
MARKETING INTEGRATION IN UK FINANCIAL SERVICES ORGANISATIONS.
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Rollins, M., Nickell, D. and Ennis, J., 2014. The impact of economic downturns on marketing.
Journal of Business Research. 67(1). pp.2727-2731.
Tariq, A., 2013. The effect of market uncertainty and strategic feedback systems on emergent
marketing strategies & performance in Pakistan. International review of management
and business research. 2(3). p.713.
Wirtz, J., 2012. Essentials of services marketing. FT Press.
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