Comprehensive Marketing Plan: Cadbury's Strategies and Analysis

This report provides a comprehensive analysis of Cadbury's marketing strategies, focusing on how the company applies the marketing mix to achieve its business objectives. It begins with an introduction to marketing and its role in understanding consumer behavior, competitor analysis, and building profitable relationships. The report then compares Cadbury and Nestle, examining their product offerings, pricing strategies, distribution channels, promotional activities, physical evidence, people management, and operational processes. A significant portion of the report is dedicated to a strategic marketing plan for Cadbury's Grand Flaky Chocolate Layers, which includes an executive summary, company overview, mission and vision statements, strategic objectives, situational analysis (including a SWOT analysis), sources of funds, the STP approach (segmentation, targeting, and positioning), the 7Ps of the marketing mix, a budget, and monitoring and controlling mechanisms. The report concludes by emphasizing the importance of marketing in increasing product awareness and achieving organizational goals, highlighting the use of marketing mix elements and strategic planning to implement effective marketing strategies.

MARKETING
ESSENTIALS
ACTIVITY 2

Content Page
 Introduction
 Evaluation of different strategies applied by organisations to demonstrate
how business objectives can be achieved
 Strategic Marketing Plan
 Detailed, coherent evidence based marketing plan
 Strategic marketing plan that applies use of 7Ps in achieving overall
marketing objectives.
 Conclusion
 References

Introduction
Marketing is a tool that is associated with understanding marketplaces along
with demand of consumers, competitors marketing strategy, exchanging
offerings, building profitable relations as well as providing quality of products
or services to customers. This presentation is based on Cadbury which is a
multinational confectionery company whose headquarters are located at
Uxbridge, West London. This presentation includes the ways different
organisations apply marketing mix to the marketing planning process in order
to attain business objectives. It further involves a basic strategic marketing plan
for a product of the organisation.

Marketing Mix
Marketing mix is a set of tactics or
elements that are adopted by
managers of an organisation with the
purpose to satisfy the requirements,
demands, expectations or preferences
of customers in effective manner.

Comparison between Cadbury and Nestle on the basis of
marketing mix in order to achieve objective of the business.
Product: Product is the tangible element that are offered by any company for
the purpose of sale.
Cadbury: Such organisation has diverse product range that are offered in the
international market. Its product line is based on bars, desserts, biscuits, rolls,
multipacks, beverages, cooking, ice creams and so on.
Nestle: Product line of Nestle comprises of beverages, coffee, cereals,
confectionery along with baked products, food services products, healthcare
nutrition, infant foods, pet care, refrigerated products and so on.

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Price: The monetary value or quantity of payment that are given by consumers
for getting products of a company is termed as price. It influences production
cost along with product demand.
Cadbury:Managers of Cadbury uses penetrating pricing strategies in order to
offer standard as well as qualitative chocolates or other products that helps in
ensuring customer loyalty and managers emphases towards producing quality
products with the aim to generate more revenues.
Nestle: Prices of products are dependent on individual products. The managers
of Nestle applies skimming pricing strategy.

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Place: It can be described to point of sale. It involves a method that is used by
an organisation or individual to provide products with the help of different
distribution channels to reach purchaser or end consumer.
Cadbury: Cadbury managers has large distribution system for the purpose of
selling products along with services to diverse or multiple countries.
Nestle: The marketers of Nestle adopts the distribution system of FMCG
strategy in which they break the bulk into small distribution system.

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Promotion: Promotion is an activity that communicates information about
organisational products or services to end consumers.
Cadbury: The managers of Cadbury makes investments in promotional
activities in order to increase awareness of large consumer segment. They
adopts traditional along with modern methods of promotions.
Nestle: Promotional strategies used by the marketers of Nestle includes direct
marketing, sales promotion, public relations and hence forth.

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Physical evidences: These are tangible objects that gives rise to legal actions.
They indicate experiences of numerous people associated with products of any
firm.
Cadbury: Physical evidences in context to Cadbury are related with providing
supportive as well as positive environment at stores, collateral packaging that
plays important role in presenting products to consumers.
Nestle: The managers of Nestle provides cues to potential clients that helps in
evaluating prices, ingredients and other information at the time of purchasing
products.

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People: People are important components of any company or experience.
People plays essential role in bringing products to larger customer base.
Cadbury: Human resource management of Cadbury employs personnels who
have higher skills along with potentialities to perform operations as per the
directions provided to them.
Nestle: Nestle managers considers their staff members as key resources and
implements various training and development practices that helps in enhancing
skills as well as knowledge of current along with new employees.

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Process: It acts as integrated buying exposure.
Cadbury: The operation management uses advanced technologies in context to
the production processes in order to produce quality products.
Nestle: Executives of Nestle emphasis on minimum wastage of resources at the
time of production processes.

Evaluation of different strategies applied by organisations to
demonstrate how business objectives can be achieved
The managers of any company applies effective strategies a swell as tactics with
the aim to achieve objectives. The managers of Cadbury applies various
strategies such as pricing strategies, promotional strategies, distributional
strategies and so on. All such strategies helps in attracting large customers
towards products or the Cadbury. By evaluating the needs or demand of
customers, tactics are formulated and implemented in order to achieve business
objectives and profitability.

Strategic marketing plan
Strategic marketing plan can be
defines as a blue print or structure
plan that is used by marketing team
as well as other functional
departments. It includes procedures
to take strategic actions by a
company with the purpose to gain
strategic edge in international
market.

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Executive Summary: Cadbury provides various chocolate products and is
planning to expand its product line.
Company Overview: Cadbury is among the largest confectionery company
that was established in the year 1824 by John Cadbury with the objective to
increase quality, productivity as well as growth of the organisation.

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Mission as well as vision statement: The mission along with mission statement
of Cadbury says that Cadbury focuses on quality and this is their promise.
Their reputation is based on quality along with commitment for ongoing
improvements that ensures to deliver promise.
Strategic Objectives: Core strategic objectives of Cadbury are to produce
differentiated products by exploiting wide variety in order to attain profitable
growth in context to confectionery as well as beverage industry. The main
objective of Cadbury is to expand the market activities by launching new
product that is Cadbury's Grand Flaky Chocolate Layers and to capture 30%
market share by expanding 20% market sales by 2021.

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Situational analysis: Marketers of Cadbury have analyses situations in international
market and conducted SWOT analysis which is as follows:
Strengths: Cadbury is a powerful brand having diversified product portfolio. Such
company has adopted strongest promotions strategies and achieved excellent
position in dynamic industry.
Weaknessss: The distribution system in rural areas of Cadbury is not strong. Few
controversies in relevance to advertisement that were showcased on international
news.
Opportunities: Such firm can increase its reach towards rural areas. Cadbury has
opportunity to diversify its portfolio into relevant food segment.
Threats: Inflation is a biggest threat of Cadbury that has affected its sales. Higher

Sources of funds: The sources of funds of Cadbury are as follows:
Internal Sources: It includes issue of shares, funds from operations, profits
and so on.
External Sources: They comprises loan capital, leasing, share capital and
many more.

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Strategy: The managers of Cadbury have formulated various strategies on the
basis of STP approach which is as described:
Segmentation: Marketers of Cadbury emphasis large market segment along
with distribute it into different homogeneous segments.
Targetting: Such firm targets people from all classes that is upper, middle and
lower class who are addicted towards chocolates as well as consumes them
without considering product's prices.
Positioning: Marketers along with managers have formulated various
strategies to position new product by using banners, advertisements with
celebrities, social sites and news paper articles.

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Marketing mix: The 7Ps of marketing mix for Cadbury's Grand Flaky
Chocolate Layers are as follows:
• Product
• Price
• Place
• Promotion
• Physical evidence
• Process
• People

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Budget: For the purpose of launching new product, financial managers of
Cadbury has formulated a budget. The budget for new product is as
follows:

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Monitoring and Controlling: At such phase, managers implements the
formulated plans into actions in order to monitor all activities along with
operations that are associated with launching the new product in the
market. The analysis is based on time, activities, resources, risks and many
more factors.

Detailed, coherent evidence based marketing plan
Marketing plan acts as a blueprint that benefits organisational members to
analyse the operations in effective manner. Various activities are
associated with launching a new product in the emerging market and it
requires all activities to be planned in advance. Marketing plan is prepared
for such purposes. It involves aspects based on organisational overview,
mission and vision statements, strategic objectives, situational analysis,
sources of funds, STP approach, marketing mix, budget, monitoring and
controlling operations.

Strategic marketing plan that applies use of 7Ps to achieve
overall marketing objectives.
Strategic marketing plan involves application of elements of marketing mix in
order to satisfy targetted consumers and to attain overall marketing
objectives. Such plan is adopted by managers of Cadbury to formulate
procedures to implement marketing strategies. It involves analysing
promotional opportunities, assessing current market position and
evaluating opportunities in context to product, people, physical evidence,
price, people, price and process to attainment of marketing objectives.
Using this plan, all the problems associated with marketing mix are
resolved and operations are performed in smooth manner.

Conclusion
From the presentation it can be concluded that marketing helps in increasing
awareness about a new or existing products in competitive market. All the
companies apply marketing mix elements such as product, promotion,
people, price, process, physical evidence and place with the purpose to
attain organisational goals. Marketing plan is a combination of various
aspects such as executive summary, company profile, strategic objectives,
situational analysis, sourcing of funds, marketing mix, marketing budget
and controlling deviations. Using such plan, various strategies along with
tactics as implemented to achieve marketing as well as business objectives.

References
Hiebing, R. G., and Cooper, S. W., 2003. The successful marketing plan: a
disciplined and comprehensive approach. New York: McGraw-Hill.
Pranam, A., 2018. Product Strategy. In Product Management Essentials (pp.
153-159). Apress, Berkeley, CA.
Nguyen, B., Chang, K. and Simkin, L., 2014. Customer engagement planning
emerging from the “individualist-collectivist”-framework: An empirical
examination in China and UK. Marketing Intelligence & Planning.
32(1). pp.41-65.

Thank You