Marketing Report: Cadbury and Nestle Comparative Marketing Analysis

This marketing report provides a comprehensive analysis of Cadbury's and Nestle's marketing strategies. It begins with an introduction to marketing and its importance, followed by an examination of the key roles and responsibilities of marketing functions, including marketing information systems, marketing design, financing, promotion, and research and development. The report then explores how marketing roles relate to the wider organizational context, focusing on the interrelation with departments like HRM, Finance, R&D, and Customer Service. A significant portion of the report is dedicated to a comparative analysis of the marketing mix of Cadbury and Nestle, examining product, price, place, and promotion strategies. Finally, the report includes a detailed marketing plan for Cadbury, summarizing the key aspects of their approach and strategy.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
P1 Key roles and responsibilities of marketing functions..................................................................3
P2 Roles and responsibilities of marketing relate to wider organisational context...........................4
TASK 2..........................................................................................................................................................6
P3 Comparison of marketing mix of two organisations.....................................................................6
TASK 3........................................................................................................................................................12
P4 Marketing Plan of Cadbury.........................................................................................................12
CONCLUSION.............................................................................................................................................15
REFERENCES..............................................................................................................................................16

INTRODUCTION
Marketing is an activity that includes buying and selling of goods and services in
marketplace. It is an important process which is necessarily to be arranged in each & every
organisation since it is effective for growth and development of the organisation. The activities
included here are like production, promoting, communicating and delivering of goods and
services as per the needs of customers (Baker and et. al., 2016). The organisation taken in this
report is CADBURY, which is one of the best confectionery brand in UK, operating since 1824.
The report will cover duties and obligations of marketing, their interrelation along-with different
departments, marketing mix and finally an merchandising program will be designed.
TASK 1
P1 Key roles and responsibilities of marketing functions
According to AMA, “Marketing can be defined as process of creating, communicating,
delivering value to its customer and also managing customer's relationship in order to give
benefit to organisation”. Marketing is a procedures which developing, communication,
presenting values to their consumers and handling customer’s relationship as well to provide
benefits of an organisation. It is the unique objective of every company which help in earning
more profit and income and if they need to complete the goals so they will ensure that they
perform well in the market area (Bastable, 2016). With the help of this activity, customers will
be able to interpret and evaluate marketplace in better way and therefore producing items can be
done accordingly. Along with this, there are several types of acts and functions which assist in
conducting inside the marketing department so this can not estimated as easy work to be
performed. It is very essential part of company as it connects with every other department of an
organisation.
As per the current trends, it is aspired that latest innovative and creative techniques are
required in the companies so that the activities can be conducted in a proper manner. With the
help of these technologies, brand image of cadbury can also get enhanced and they will be able
to reach the target customers in more easy manner,
For future trends, company has to make sure that they keep their focus on the experiences
gained by the customers so that it can be improved accordingly. They should also make sure that
they try to do real time marketing instead of real time marketing.

There are different duties and obligations which is necessary for the marketing team to
perform within an organisation. Such are described as follows:
Marketing Info System (MIS) – This is vital method which is needed to be enforced in
the organization since it is appropriate for the company. It assist in understanding the
understanding the demands of buyers in effectual way. In CADBURY, it is a crucial function
which is required to be implemented by merchandising administrators so they are collect and
gather relevant data or information regarding appropriate need of consumers.
Marketing Designing – In order to gain desired aims of enterprise in better mode, firm
are needed to develop appropriate ideas. It is mainly utilized by firm when they decide to launch
new products and services in the large market place with the help of appropriate planning so they
are capable for executing all the functions and activities in proper manner ( Berkowitz, 2016).
CADBURY established new commodity which named as Nutties which did not get attention
from customers and the main aspect involves is best quality.
Financing – In this, it is the department which manage and maintain the budget while
doing marketing of their products and services. In CADBURY, it is necessary for them to have
reserves for buying assets through which goods and entity can be created. They can organise and
arrange finance through various sources such as speculators, investors and so more.
Promotion – This is important components which should be implemented by the
advertising group as through it is the only way which will capable for developing the products
which is famous in the market place. Company tries to effect the feeling of focussed customers
and provokes them in purchasing goods of particular firm.
Investigation and development – This is necessary to be managed within the company in
order to develop and build their products that are offer in the market area (Brychkov and et. al.,
2017). It is the major elements which assist organisation in looking about the customers in
showcase and analyse their requirements in the compelling manner. Along with this, it is the
important element which required to be applied and this will assist in development and
improvement of the company. This will help in reaching with desired goals and targets
effectively.

There are various types of roles that are being played by marketing department and they
are as follows:
 Market Analysis – This is one of the crucial role that is being played by marketing
department because they analyse the whole market in a proper manner and then tells its
results to the production and sales department so that they can produce goods as per the
needs of the customers and demands in market as well.
 Designing and product Development – It is also an important role that is played by
marketing department. Under this, the marketing team helps in designing the products as
per the wants of the customers so that it can be sold in the market easily and the
customers can also be satisfied.
P2 Roles and responsibilities of marketing relate to wider organisational context
Marketing actions are being conducted in order to understand the needs and demands of
the customers. By coercive learning and aptitudes, the administrators can interpret the
prerequisites of various clients. In this way, organisation picks a marketing manager who
conducts every act in a proper way. Employees perform various kinds of activities with the
objective that methods and activities can run effectively in the firm. In this way, it grows benefits
and profits of organisation.
It is to be noted that the organisations have various kinds of department and the work
conducted in it is also different (Cabrera and Williams, 2014). Marketing department plays a
crucial role in each and every department and helps them achieve the goals and objectives of the
company. It is described as follows:-
HRM and Marketing – This division plays a fundamental in developing an organisation
for a long run. Human resource department selects various people in the organisation. So,
subsequently HR manager chooses a marketing trainer that could eventually help the company in
achieving its goals. HR executive surveys the knowledge,ability, potentiality and education of
person which can be chosen as an marketing manager. HR head moreover checks the capability
of candidates so that it can be known that they can carry out the activities given to them in the
company. Because of this, activities run effortlessly in the organisation. Thus organisation can

achieve their aims easily. It eventually helps in procuring more profitability and productiveness
of the organisation.
Finance and Marketing – This can be considered as an fundamental section in
organisation as it handles the monitories connected with organisation. They pick proportion of
cash needed in every functionalities of the organisation. Fund manager handles the cash and
reserves that is being given to every department. Through this there is feasible working of the
organisation. Human asset department concedes various people in the organisation. So
accordingly, human asset supervisor assigns the advertising director too which can evaluate
every single one of the components and can accomplish the destinations and targets. Finance
department forms budget plan for different actions conducted in marketing department (Griffitts,
2016).
R&D and Marketing – This department helps marketing team in knowing the needs of
customers in an approximate manner so that goods can be created accordingly. Proper research is
conducted by the organisation to manage the modifications which are necessary in goods.
Therefore, marketing team helps R&D department in doing various kinds of activities so as to
help them in every manner. They are given the responsibility to know the prerequisites and needs
of the customers. CADBURY is in like manner having strong research team who are having
incredible in finding out about the information of customers and this is the guideline reason that
organisation is managing the market so effectively (Hoeffler, Herzenstein and Ginzburg, 2015).
Consumer Service and Marketing– Consumer benefit division help organization in
dealing with the problems of the customers once the arrangement is done. It isn't straightly
connected with components of organisations as it tends to the problems of clients not labourers
(Hoffman and Turley, 2015). This is a necessary division which ought to be executed by
organisations for handling the clients. Along with these, advertising division can be effective in
handling the difficulties of customers by conducting various kinds of studies. Once they come to
know about the difficulties, it can be sorted out in a proper manner.

TASK 2
P3 Comparison of marketing mix of two organisations
Marketing Mix is portrayed as the method by which organisations tries to develop their
brand image in the marketplace likewise in brains of customers as well. It contains 7 elements
that are necessarily considered in order to start any goods by organisation.
(Source: marketing-mix-7ps[1], 2018)
In situation with CADBURY, they are different from other organizations in confectionery
industry all over world and because of this it has large market share in the overall industry too.
Illustration 1: marketing-mix-7ps

They are so solid in market that their position can not be taken by any other person. Yet at the
same time they have to make some powerful techniques so they can confront their rivals in a
powerful way (Karasar and Öztürk, 2014). There are so many significant number of challengers
of CADBURY and the most competitive is Nestle. The marketing mix of cadbury and Nestle is
done below:
Marketing Mix of CADBURY:
Basis Cadbury Nestle
Product A product can be considered
as an obejct which is
essentially been made by the
manufacturing division of
each organization. Ordinarily,
it is being set up according to
the necessities and demands of
the clients in the market.
These are later on being
offered to the clients in the
market with the goal that their
necessities can be fulfilled.
The marketing group of
CADBURY begins a research
procedure because of which
they try to know the wants of
the people living in those
areas. There are a few sorts of
commodities that are being
offered by CADBURY to its
clients like Dairy Milk, 5 star,
Temptations, Perk and so on.
NESTLE is putting forth
different sorts of products to its
clients in the market. These
resemble Kitkat, Munch, polo,
smooth bar and so on. These
products are very prominent in
market and that is the reason
they are giving intense rivalry
to their rivals in the market. Th
nature of their products is very
good as this is what being
enjoyed by the clients as well.

Price It is an essential components
which is required to be
considered by the management
group with the goal that the
merchandise can be sold at
right cost and benefits can be
earned also. As of now, cost is
being offered and to the clients
in the market at the rate which
s moderate to them (Kennedy
and Parsons, 2014). In the
event that the demand of
product is high at that point
organization can build the
procedure of the products too.
The price of products of
CADBURY are sensible and it
can be considered as the main
reason that customers never
find it over or under-priced.
This is likewise one reason
why clients lean toward it
more. Demand based pricing
is the strategy which is used
by Cadbury.
NESTLE charge more price
for their products because
according to company, their
product quality is better than
others. Competitive pricing
strategy played crucial role in
retaining current market share
for this organisation. Nescafe,
Maggi Kitkat are few brands
whose price is bit more
compared to other firm's
products.
Place Through this factor,
organization gets the chance to
put their product in right
market so they can be sold to
the correct clients and deals is
NESTLE products are being
accessible in every single store
in market of a large portion of
the nations so in light of this it
tends to be said that they are

expanded too. This is very
essential for organizations to
understand the sort of market
they need to enter in light of
the fact that then only they
will have the capacity to target
required clients. CADBURY
knows this extremely well and
that is way they have picked
diverse sort of market for
various clients. Cadbury do
not have their own stores, they
sell their products by using the
chain of wholesaler-retailer.
Online websites is the another
place where products of this
company can be found.
having a substantial piece of
the pie (Mueller and et. al.,
2015). Yet, since CADBURY
products are additionally
having comparable sort of
piece of the overall industry so
they give an intense rivalry to
NESTLE in the commercial
center and now and again
overwhelm them too.
Promotion By making utilization of this
factor, organization attempts
to advance their product in the
market in a powerful way.
This is an exceptionally
important step which is
required to be taken by each
organization in order to
increase expansive piece of
the overall industry in the
market. CADBURY is now
extremely well known in the
market so regularly they
NESTLE is having an
extremely solid market
position and one of the
fundamental explanation for
that is their ceaseless
advancement of their products
and ventures. Through this,
they can illuminate an ever
increasing number of clients
about their products and
increment their deals too.

needn't bother with
advancement however at
whatever point they think of
new products they make
utilization of TV ads to
acquaint their product with
their clients.
People These can be considered as
those variables without which
generation of merchandise and
ventures or usage of any
action isn't conceivable. These
are the general population who
help in directing every one of
the exercises in the
organization and furthermore
help underway of products
which will be served to the
clients (Lane, 2016).
CADBURY ensures that they
deal with group in a powerful
way so they are fulfilled and
give great outcomes to the
organization.
Company regards individuals
as the imperative resource of
the firm. They convey the
clients in clarifying different
sections other than chocolate.
Be that as it may, it gets low
answers and proposals from
the clients (Pappas, 2017).
Process This is likewise a vital factor
which is required to be
considered by each
organization before propelling
their product in the market. It
Nestle process resembles that
of CADBURY and that is the
reason they have same target
customers. But their process of
reaching their clients is

resembles a guide following
which an product is being
created in the market. After
this, the merchandise and
ventures are being made to
achieve their individual clients
too. CADBURY is likewise
having their very own
circulation channel following
which they are making their
products reach in every last
nation and even in little shops
too (Mittal, 2014).
different. They promote their
brands by attracting youth.
Physical evidence Through this, it is portrayed
that every single organization
is required to have their very
own logo with the goal that
they can be perceived in the
market in a simple way.
CABBURY is likewise having
their own logo as a result of
which they are effectively
being perceived by everybody
in the market.
Company can make great
condition for the clients
through setting logos in
various provider machines in
different espresso corners.
Through this firm can pull in
numerous clients in least time.
Marketing mix is a very efficient strategy implemented by every company because
through this, they get to improve their product in the market and accomplish their goals and
objectives as well. Once 7p's are explored by the marketing managers of the company, then they
are in the position to increase their market share in the company in an easy manner as they