David Game College, BTEC HND Marketing Essentials: Assignment Report

This report provides a comprehensive analysis of Cadbury and Nestle's marketing strategies, focusing on the application of the marketing mix (7Ps) within the context of their business objectives. It explores the roles and responsibilities of the marketing function, interrelationships with other organizational units, and the impact of the marketing environment. The report includes a detailed examination of Cadbury's marketing plan, including market analysis, objective setting, strategy and tactic development, and resource management. Furthermore, it incorporates SWOT and PESTLE analyses to evaluate the company's strengths, weaknesses, opportunities, and threats, as well as the political, economic, social, technological, legal, and environmental factors influencing its operations. The report also offers a comparative analysis with Nestle, highlighting their marketing approaches and strategies. This report is valuable for students studying marketing, providing practical insights into real-world business applications and strategic planning.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK1.............................................................................................................................................3
P1 Roles and responsibilities of marketing function (covered in PPT)..................................3
P2 Roles and responsibilities of marketing in organisation context (covered in PPT)..........3
TASK2.............................................................................................................................................3
P3 Applications of marketing mix in marketing planning process........................................3
TASK3.............................................................................................................................................5
P4Evaluate and produce plan of marketing ...........................................................................5
CONCLUSION:...............................................................................................................................9
REFRENCES.................................................................................................................................10

INTRODUCTION
Marketing is considered as most important part of organisation. It is a way of creating
brand image of company in particular environment. On the basis of marketing tools organisation
motivates to produce goods and services as per needs of consumers. Business need to survive in
external environment for longer period and for this it is vital for them to understand the
importance of customer relationships and come with some innovative approaches through
marketing strategy in business (Desai , 2013). Under this assignment the company which is
preferred I.e. Cadbury one of the second largest confectionery company wholly owned by
Mondelez international since 2010. This company diversified their business in all over the world
using marketing tactics and become top most industry in chocolate sector liked by every
generation whether youth, children and old age peoples. Under this project functions, roles and
responsibility of marketing in relation to environment, different marketing tactics and
significance of marketing plan for organisation. The main objective is to understand the impact
of macro environment on the business operations of Cadbury and use high level strategy for
success and sustainability.
TASK1
P1 Roles and responsibilities of marketing function (covered in PPT)
P2 Roles and responsibilities of marketing in organisation context (covered in PPT)
TASK2
P3 Applications of marketing mix in marketing planning process
7P'S of CADBURY
Marketing mix plays an important role at the time of evaluating plans that can connect
with marketing in order to execute all the activities in effective and efficient manner. The main
aim of every company is to accomplishing the objectives of company by using techniques and
tools which help in creating marketing awareness among customers regarding the usage and
benefits avail from goods and services. CADBURY running their business in all over the world
in FMCG sector and overall responsibility regarding managing activities is in the hand of
marketing managers. Marketing team come with attractive offers at festive seasons which
enhance their sales and help in introducing new features in products. (Jones and Rowley , 2011).
Following are the elements of marketing mix which stated below:-

 Product: In service sector all the services offered to costumers are intangible in nature.
CADBURY products are exporting in various due to more popularity in beverages sector.
The important task of company is to satisfy clients from their products. It become
attractive by adding good taste with different flavours in their food items which leads to
higher profits. Dairy milk with different flavours beat all the products of other
competitors. (Papasolomou, I. and Melanthiou, Y., 2012) Pricing: The most important task of company is to deciding the price of product which
decide future sales. Company uses various strategies in deciding price factor whether
start at low or high price which decide on the basis of demand and popularity of products. Place: It is vital for organisation to set right location for business in order to attract more
and more customer which is possible by establishing outlet at that place which is
convenient for all customers. They run their operations at that place which is centre for
all region so every people easily reach their. This is a way of delivery goods at time to
customers by availing CADBURY product at every shops. Promotions: There are various promotional tools and tactics used by company so that
customers can know about the activities of organisation and they can used them in order
to increase profitability. The main focus of marketing team is to maintaining the standard
quality of products for their customers which help in achieving organisational objectives. People: these consider most important elements for success of CADBURY. They give
the feedback about the product goods and bad which help organisation in improving
features of their goods. Satisfaction of external people is significant for increasing market
share and profitability factor. Process: there are number of process which need to followed by organisation in order to
deliver the products to costumers at the time when they needed. All the operations are
accomplished with the help of machines and technology used in manufacturing products
at large quantity. Physical evidence: Goods are delivered to all target audience with the help of tangible
factors. It described evidences as proof which act as savers for goods and services which
are given to customers in order to avoid risk at future date.
7P's of Nestle:

Nestle is the world largest food and beverages company have more than 2000 brands
ranging from global icons to localities favourites. The aim of company is to enhancing quality of
life and contributing to healthier life. This company consider rival of CADBURY providing
multiple range of chocolates to their target audience in order to give utmost satisfaction to
customers.
Product: Nestle deals with wide range of products which include beverages, chocolates and also
deals in dishes and cooking ideas. Company marketing team introduced Alpino which targeting
the gifting segment in response to Dairy milk.
Price: there are various pricing policies used by company so that every level of people easily buy
it without any difficulties. This help in enhancing growth and profitability at early stage.
Place: Nestle is multinational company diversified their business at every sector which leads to
availability of products at every place which improve their sales and increasing goodwill in
market.
Promotion: Company uses various promotional methods and techniques which help in
generating awareness programmes through roadshows, exhibitions and various workshops which
give knowledge to people about the availability of new and existing products.
People: these consider important factors which buy the product and enhance growth through
increasing satisfaction level of people. (Kennedy and Parsons , 2014)
Process: Under this point Nestle company uses various process in order to manufacture products
of company which maintain the stock of organisations.
Physical evidences: It is linked with proof which is based on goods which are offered to
customers. This help in paying premium money in turns for goods offered to them.
TASK3
P4Evaluate and produce plan of marketing
It is very essential for companies to make a business plan so that all their activities can be
conducted in an effective manner which will also lead to achieving goals of the organisation.
CADBURY is also making plans for achieving the business.(Mihart , 2012)
The steps of preparing a marketing plan are :-
Introduction of company :-
CADBURY is a confectionery brand that is serving various kinds of products to its
customers and the main is Chocolates. They are also providing effective delivery of goods to

their customers and that is why they are lied by the customers as well. This company is working
since 1824 and is considered as one of the best confectionery company in the world.
Vision and Mission Statements :-
Vision of Cadbury: “Working together to create brand people love”.
Through this statement they want to explain that they will work together as one team so
as to achieve all the goals and objectives of deliver goods to the customers in an effective
manner.
Mission of Cadbury: “Cadbury means a quality; this is our promise. Our reputation is
built upon quality; our commitment to continuous improvement will ensure our promise”.
Through this statement, it is stated that CADBURY will only produce and provide those
products that are of good quality and they are also doing a commitment to the public that they
will bring continuous improvements in their products in a positive manner. Along with that
marketing plan of CADBURY at the time of launching any product like CADBURY Oreo has to
consider following marketing planning principles:-
 Analysis the market:- Under this step CADBURY need to examine the whole
confectionery market in order to determine the positioning of whole brands in both
current, past and future market.
 Establishing marketing objectives:- After analysing the condition of whole market
management team require to establish proper objectives in order to launch new products
of company so that implementation become successful.
 Setting strategies and tactics:- Company management level require to set proper
strategies and tactics in their management plan so that they introduce Oreo in better
manner. Using marketing tools and analyse the cost incurred in it for effective execution.
 Developing action plans:- After finalising the strategies for new product company need
to develop their action plan or in other word choose cadbury for making things happen
and do all the activities in specified time period.
 Monitoring the progress:- In CADBURY mostly marketing plan is moinitored by senior
level management so they easily track the progress of product which are offically launch
by company.

 Resources and financial management:- In marketing plan company need to focus on
resource required and financial management of whole process so better outcomes is
possible in future.
 Measuring success:- After completion of whole process company required to measure the
overall success of CADBURY Oreo and if any improvement needed try to take corrective
measures in order to satisfy customer demand.
STP of CADBURY
Segmentation It break their segment of products which are
normally consumed and often with tea and
coffee. For example Cadbury perk and snake
and next related to impulse segment in which
product are purchase in impulse manner.
Targeting It targeting its products to particular specific
group of consumers by launching various
products like Cadbury temptations and
Bonneville.
Positioning Under this case company using advertising
techniques in which they give tag line Real
taste of life which defining the position of
products and they changed their position from
children to adult group.
Swot Analysis Of CADBURY :
Strength Weakness
 They are supplying their products in
more than 200 countries.
 They are leading the market since
many years and is also considered as
 They are not being supplied much in the
rural areas where most of the population
resides.
 Since it is a huge brand so it demands

a favourite brand of kids.
 They are having so many diversified
products like Dairy milk , Bournvita
which is helping in making brand
successful in market.
huge financial investment as well.
 It is not considered as a healthy product
for kids.
Opportunities Threats:
 They can tap the rural market of the
country as they are less available
there.
 They should try to increase their
acceptance in globalisation.
 They should start making products
that are sugar free so that it does not
harm anyone.
 Their competitors are also having a very
high market share so customers loyalty is
difficult to achieve.
 The brands that are existing are
introducing more variants so as to get high
market share which is a big threat to the
company.
PESTLE Analysis : The factors that are required to be considered in this analysis are;-
POLITICAL – Since government has been changed from labour party to liberal party so
it has done a positive impact in the company as they will be able to open new factors in various
areas which will help in developing employment level in the company.
ECONOMICAL – Due to fall in economy, CADBURY was impacted but their sales was
not affected at all. The only effect was that they were not able to make profits as much as they
were able to make earlier. (Nguyen and Simkin , 2012).

SOCIAL – CADBURY is also introducing various marketing techniques through which
they are trying to connect with public so it is helping a making a positive image of company in
the market.
TECHNOLOGICAL – In previous years, technological advancements are supporting
CADBURY in order to improve all the procedures as well as their packaging also get impacted
positive in nature. Microorganism system and filling patents can be used in packaging through
which heat will be reduced from chocolates.
Target Market –
It is a kind of market where target customers of company is present. Therefore
CADBURY is also maintaining good relations with those companies that are dealing in food
sector and can be useful fort the company in future. This is very important for companies for
achieving competitive advantage as well as high profitability index.
Marketing Budget -
Marketing budget
Particulars I year II year III year IV year V year
Money at initial year 40000 12500 16700 21000 16000
Investment funds 21500 13500 15000 14500
Gross 40000 34000 30200 36000 30500
Marketing
expenditures
Roadshows expense 8200 5200 5800 6000 6200
Sales promotion 1500 2100 4200 3000 8600

expense
Marketing direct
expense 5000 5500 2300 8000 1500
Grand Total 14700 12800 12300 17000 16300
Available balance 25300 21200 17900 19000 14200
Observation and Controlling -
The marketing manager of CADBURY is required to make sure that all the activities are
being conducted in an effective manner and as per the plan as well. It is important in order to
increase high profitability ratios for every management operation of business.(Ogunmokun, G.
O. and Tang, E. C. H., 2012).
Briefing paper:- It is considered as summary of whole organisation that give the brief about the
vision, mission and objectives of organisation. Further company required to details regarding the
key members of company.
Name:-
Founder of CADBURY:- John Cadbury
Key People:- Irene Rosenfeld
Dirk Van de put
Number of employees: 71,657
Date:- 26Febraury, 2018
Subject:- Discussion is all about company planning regarding launching of new products and
after that strategic management do SWOT, PESTEL analysis and marketing budget in order to
know the actual position of organisation in external market.
Background of CADBURY:- Basically John Cadbury began his business by selling tea, coffee
and drinking chocolates in bull street in England. After that he planned to move on chocolates
sector and establish a factory where lot of chocolates manufactured.
Analysis of CADBURY:-

Through the SWOT analysis of CADBURY it has been analysed that company is
considered as second largest in confectionery sector established in UK deals in wide variety of
products but in order to grab the opportunity from external environment strategic level need to
concentrate on taping rural market of UK where they create awareness about the products they
are dealing in.
Cautionary Notes:-
 Company having weak position in US market and having lack of distribution network in
logistic department.
 Sale of milk chocolate bars, which account for 24% by volume of total sales of
chocolates bars, decreased by 3.7%.
 Consumption of chocolates has been decreased because people become consious about
their diet and health. Along with that French production of chocolate bars also reduced
due to unfavourable economic conditions.
Contact number:- 6574122338
CONCLUSION:
It has been concluded from above assignment is that main responsibilities of marketing
manager is related to observing all the needs of customers in order to provide standard quality of
products for satisfying the needs and wants. Marketing plans are formulate after considering
changes made in external environment in order to sustain in business place. Under this
assignment CADBURY is consider which uses marketing tools and techniques which help
creating good impact by introducing product according to trends liked by peoples. Marketing
mix is a very important task in order to analysing current market positions and formulate the
business strategies in order to gain competitive advantages over competitors.