Marketing Essentials: Developing a Marketing Plan for Cadbury (2021)

This report provides an in-depth analysis of Cadbury's marketing strategies, focusing on marketing essentials. It begins with an introduction to marketing, its functions, and the significance of marketing trends. The report examines Cadbury's adaptation to these trends, including personalization and influencer marketing, and analyzes the interplay between marketing and other company functions. Section 2 outlines a comprehensive marketing plan for Cadbury, including marketing objectives, effective market strategies, and a planned budget. The report details the 7Ps of the marketing mix, comparing Cadbury's approach to that of its competitor, Nestle. The report concludes with a summary of key findings and references used in the analysis. This report aims to provide insights into Cadbury's marketing practices and its approach to maintaining a competitive edge in the market.

MARKETING
ESSENTIALS
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Table of Contents
INTRODUCTION: .........................................................................................................................3
MAIN BODY:.................................................................................................................................3
SECTION-1: ..............................................................................................................................3
MARKETING TRENDS- ...............................................................................................3
MARKETING FUNCTIONS:...........................................................................................4
MARKETING AND OTHER FUNCTIONS OF THE COMPANY:...............................5
SECTION-2:...............................................................................................................................6
MARKETING PLAN FOR CAD-BURY:........................................................................6
MARKETING OBJECTIVES:..........................................................................................6
EFFECTIVE MARKET STRATEGY: ............................................................................7
PLANNED BUDGET:....................................................................................................12
CONCLUSION:.............................................................................................................................13
REFERENCES:.............................................................................................................................14
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INTRODUCTION:
Marketing refers to the activity where the company tries to promote its product and
services in the market. It includes activity such as promotion and selling of a product, product
management and marketing information management plays a vital role in marketing. This helps
the company to ensure that the consumer wants are satisfied and helps to analysis the
demographic and preferences of its targeted audience (Alford, 2018.) . Marketing ensures that
the managers of the company has chosen the right channel of distribution.
This report consist of the study about the marketing trends and functions used by Cad-bury
chocolates. Cad-bury also known as cadbury's, is a British multinational company owned by
Mondelez International. It the second largest chocolate company, its greatest competitor is Mars.
Report includes all the trends the company has adapted in order to have competitive advantage
over its competitors in the market.
MAIN BODY:
SECTION-1:
When a company implements a marketing plan it is required by the company's marketer
to consider other departments and the functions of all other departments such as finance, sales,
human resource, etc.
MARKETING TRENDS-
The movement of the market towards a particular direction due to the change in the
financial marketing is known as market trends. Through the adaptation of new technology in the
market there are different types of digital marketing trends such as :
 PERSONALIZATION: In this marketing trends the company personalizes the marketing
strategies according to the structure of the organisation (Charello, 2019). it includes
personalized products, content, etc.
 INFLUENCER MARKETING: This type of marketing involves huge celebrities and
stars who has number of fan following on their social media handles. the company
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approaches them to do a word of mouth marketing to get the audience from their social
media accounts.
 SOCIAL MEDIA STORIES: The company uploads stories on their social media handles
and uses hashtags to get more views on their stories. This attracts viewers from different
part of the world and helps the company to get connected with the consumers.
 CONVERSATIONAL MARKETING: This is one to one marketing or real time
marketing. The company tries to solve and reach out to its consumers. Nowadays people
prefer these kinds of marketing and different brands are reacting according to the
demand.
Cad-bury uses the personalization and influencer marketing trends. it is very huge multinational
company and has a very big targeted audience. Therefore the company has to use trends which
can reach out to more customers then the existing consumer in the market. Recently Cad-bury
released a video campaign using the personalization marketing trends.
MARKETING FUNCTIONS:
The marketing functions refer to the activities in a particular market. it is very important
for the company to consider the function in order to transfer the manufactured product from the
place of origin to the main market where the consumer can asses the product. There are different
types of marketing functions such as:
 Product Management: It involves designing, improving and maintaining of the product
or services provided by the company. This functions enables the company to satisfy the
needs and wants of the consumers.
 Promotions: Communicating and advertising company's existing or new product and
services in the market is known as promotion.
 Pricing: This functions enables the organisation to communicate about the product and
services to its consumer and order to achieve a desirable outcome.
 Financing: The company is required to maintain a budget for all the expenses for the
marketing activities.
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The Cad-bury company follows all the marketing strategies. The company deals with very
repudiated and huge clients with a strong hold in the market, therefore the company needs to
have a proper market planning and needs to implement this functions the right way in order to
get efficient results.
MARKETING AND OTHER FUNCTIONS OF THE COMPANY:
Marketing functions are interrelated with the other functions of the organisation. As
before implementing a marketing plan it is very important to consider other functions of other
departments. It involves marketing research,product planning ,etc. The marketing functions have
a vital role in a business organisation. These functions consist of sales support system, finance
support system, Human resource management, etc. and have roles to promote the growth of the
company. Marketing functions need the backup of other functions in order to work efficiently.
For example the finance team provides the marketer with a budget for the marketing function.
Cad-bury wants the production of the company to be on time. The sales function needs to
according to the expected desire of the company. The company promotes its product world wide
therefore needs a huge amount of budget for the promotion purposes. Research and development
department should work closely with the marketing and the production department because
marketing and production are the beginning and the end of the producing a product. Therefore it
is said that all the functions in an organisation are interrelated with each other.
Marketing function is one of the key functions and is very important for a business to
attain profit. In order to achieve organisational goals all the department in an organisation needs
to work together, the efforts of all the department will enable the organisation to achieve the
purpose of the business (Cohen, and Eimicke, 2020). For instance the marketing functions will
be in such a manner that it does not overrides the budget set by the finance department and affect
the functions of it. t is important to make coordination between both production department and
Marketing department so that they can produce goods which help in attracting number of user at
market place.
The Cad-bury company's departments are interdependent on each other. The marketing
departments functions are implemented in such a way that it complements the functions of other
departments such as Human resource, finance, sales, etc. higher profit enables the company to
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spend more which directly influences and motivates the different departments to work
accordingly.
SECTION-2:
A marketing plan is required in order to outline the marketing strategies of a company.
The marketing plan includes an overview of the production as well as advertisement of product
in an organisation. All the marketing strategies are well written in the form of marketing plans of
a business.
MARKETING PLAN FOR CAD-BURY:
Cad-bury is a world known brand and also headquartered in London UK. To introduce a
product in the market the company needs to invest on advertisement of the product and for the
proper marketing of that particular product. While introducing, marketing plan will include a lot
of activities such as off street sampling, mass media advertisement, so on. Cad-bury wants to
introduce a new variant of chocolate that is berries with white chocolate, which will mainly
target the female audience in the market. But according to the market research before laying a
market plan, this variant there are social as well as cultural factors that are preventing the adult
consumers to consume this product. The product if sold will increase the brand portfolio of the
company.
MARKETING OBJECTIVES:
Marketing objectives are the goals of a company which the company wants to pursue in
future. It portrays the work of the marketing team, it is a key element of any marketing strategy.
Cad-bury creates new variants of product or tries to enhance the existing product of the company
(Crutchfield, 2017). The main object for such a huge multinational company is to keep an eye on
the most profitable opportunity in the market in order to have a competitive advantage. The
company is investing on the advertisement and launching of innovative products in the market
constantly.
Dairy milk is considered as a premium product of the company. Therefore the company should
focus on creating and adding a twist to its existing product and should target the adult audience
which will result in an extraordinary response. In this way the company will receive profit and
will the company attain the organisation goal.
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EFFECTIVE MARKET STRATEGY:
The vision and mission statement of cad-bury company is to provide good quality
product to its customers and to be the number one confectionery brand in the world (Farooq, and
Raju, 2019). That is to have competitive advantage in the market over all its competitor such as
Mars, Nestle,etc.
Marketing-mix- It is marketing tool to analysis the market strategies in order to achieve the
organisational goals. The marketing-mix includes actions and ways to promote a product in the
market. It will also help the company know the actual position of the company in the market.
The 7Ps of cad-bury company over its biggest competitor Nestle.
P'S Cad-bury Nestle
Product- Product is manufactured in such
a way that it is produced and
distributed in the market with a
good quality. The product
served here are made out of
pure milk and dark chocolate. It
contains 0% drugs. The
products are worldwide famous
such as: Dairy milk,
celebrations,etc. Therefore the
company has a huge audience.
Nestle distributes its product
to a wide variety of
consumers all over the
world. It produces products
such as: Maggie, kitkat,etc.
Provides quality product to
its targeted consumers in the
market.
Price- Pricing is the most revenue
generating source of a
company. There are various
types of price strategies like
skimming price, penetration,
The company serves
different kinds of consumers
be it premium, low income
and medium. The price of
the product depends on the
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etc. The company produces
product at a very affordable
prices. The pricing range starts
from Rs. 5/- to Rs. 500/-, the
pricing of the product various
from flavour to flavour. The
pricing attracts the customer
and enables them to consume
more of the company(Hisrich,
and Ramadani, 2017).
packaging of the product.
The company tries to
provide affordable products.
But similar products are
provided by Cad-bury that
too at an affordable price
ranging.
Place
It refers to location from where
the product is been
manufactured and to which area
it is distributed. Every company
in the market needs to consider
the location, whether the
consumer can assess the
product from the location it is
situated in. Cad-bury makes
sure that the product they sell
are available to all. The
company is situated in almost
every country and distributes its
product to almost all the shops
in the locality.
Nestle company tries to
distribute its product in
almost all the supermarket
as well as malls. The
product of the company can
be seen in hospitals, canteen
and small cafes, etc.
The company manages its
own sales and distribution of
the product in the market.
Promotion-
This marketing tool refers to the
promotion and advertising
activities adopted by different
companies in the market in
order to attract customers. The
In reference with this
company, the company
produces and distributes its
product worldwide.
Therefore the company
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companies use different
marketing strategies such as
social media marketing. Cad-
bury spends a lot on the T.V
advertisements and on different
sorts of promotion processes.
promotes its products
globally. Through different
marketing sources such as
newspaper, televisions, etc.
Processes-
This is defined as process of
dispersion of goods and then
final delivering it to customers.
In this process, assuring is
being done regarding how the
service is of product is
delivered (.Muller, 2019.). The
company makes sure that there
is a proper distribution of the
product and it reaches out to the
targeted customers in the
market.
The company provides a
good customer service. The
company uses the latest
technology to manufacture
as well as distribute its
product in the market. The
machines it uses to serve its
customers shows that how
much nestle wants to fulfil
the requirements of its
targeted audience.
People-
In this marketing component
includes that a business
enterprise consist of sales man,
staff, management,
employees,etc. Cad-bury
maintains the quality of its
staffs and recruits trained
employees in its firm.
The company recruits a lot
of people every year. It tries
to maintain its employ
relation as well. Every year
the company conducts sales
campaign and other training
programmes to make the
workforce efficient
Physical evidence
This component of the
marketing mix states that there
needs to be a physical existence
of the company. The customers
They have main aim of
delivering good quality of
products by good packaging,
effective distribution system,
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needs to be confident and
should trust the company before
consuming any of its products.
So, this firm have a physical
evidence as they have their
products in almost al the local
as well as premium stores. By
accessing this, it is easy to
increase trust of consumers.
well organised physical
outlet, etc. Through this,
they provide evidence to
public of their business. It
leads to increase of positive
relationship between both
the parties.
Therefore from the above marketing mix it can be concluded that a company needs to analysis
the 7Ps in order to understand the market position of that particular company. Cad-bury produces
affordable products and also manufactures products similar to Nestle. Through this data it will
help nestle know where they lack the consumers attention and how to have a competitive
advantage over Cad-bury. Similarly Cad-bury through this data can use the tactics efficiently and
help the company to accomplish.
SWOT Analysis- It is a marketing tool which tells the organisation its strength, weaknesses,
opportunities and threats. As Cad-bury is launching new product which is white chocolates with
berries, it is very important for the company to analyse its internal factors which can directly
influence the production of the product in the market (Nagra, 2017). SWOT analysis refers to
the internal as well as external factors affecting the business. A company can use it internal
factors to over its external issues and vice-versa.
Strength
 Main strength of company is that it has
huge brand name and value in the
market. The customer support is very
huge (Puthussery,2020).
 Due to its brand value, the product
distribution is world wide. The company
Weakness
 The company produces
confectionery products only, that is it
has limited range of products in the
market. It also produces unhealthy
product in the market.
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has a global presence in the market.
Opportunity
 The company can expand its market as
well as product. As the company
produces a lot unhealthy product
therefore the company can use it as an
opportunity to expand its products.
Threat
 The competition of new growing and
new entries of confectionery company
has emerged in the market.
 Many countries have started
implementing sugar taxes and for a
company like Cad-bury it will be very
hard to generate high level of income.
From the above analysis it can be understood that Cad-bury can use its strengths to over come its
threat and its opportunities to over come company's weaknesses. The company should increase
its product range and should expand its market even more and should also provide its customers
with healthy alternatives. The company should maintain its brand value and continue attain profit
in the market.
STP: This stands for Segmentation, Targeting, Positioning. It is the most commonly used
marketing strategy, and also the most popular marketing strategy (Yau,and Tang, 2018). This
model communicates the marketers how to engage with the customers and tells what exactly the
needs and wants of the targeted customers are.
 SEGMENTATION- In this the company is divided in the market on the bases of different
variables such as demographic, geographic, and so on. The company produces products
taking in consideration of the demographic region. That is the company produces
premium products like Dairy milk silk, etc. and basic products such as Dairy milk shots.
 TARGETING- After segmenting the market a particular targeted audience is made.
According to the demographic report of the company. Cad-bury company focuses on a
mass target that is it targets everyone. The company not just targets kids but also adults.
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 POSITIONING: It refers to the brand image of a company in the market. Customers in
the market gets attracted to a company which has good brand value. According to young
population they consider Cad-bury as a chocolate. The company is positioned as carefree.
It is the duty of the manager to do the STP analysis in order to do the positioning of the product
in a good manner in a particular market. It provides a systematic distribution of products in the
market.
PLANNED BUDGET:
In context of Cad-bury the budget is 15000£ related to white berries chocolate of Cad-bury
which is going to be discussed below:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Early money 4000 5000 6000 5000 20000
Venture 8000 13000 13000 33000 11000
Total 12000 18000 19000 38000 31000
Promotion lay out
Advertising 6000 3000 4000 3300 3250
publicity 4000 2000 6000 2200 2000
Direct selling 4200 2000 5000 3000 4650
Total 14200 7000 15000 8500 9900
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The above table states that a proper market planning is necessary in order to produce or introduce
a new product in the market (Neuninger, 2017). The above given budget is higher because
introduction of a new product requires a lot of promotion and it is expensive.
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CONCLUSION:
From the above report it can be concluded that market essentials plays a very vital role in
the progress of a business. A proper market research and a market plan can help any company in
the market achieve organisational goals (Proctor, 2020). It the duty of the company's manager to
implement different analysis and marketing strategies to find out the market position of the
company. There is interdependence of different departments and their functions in a company,
all the marketing strategies should be implemented in such a manner that it does not overlap the
functions of sales, finance or any other functions of a department in a company. Proper budget
needs to be planned and implemented, all the factors needs to be considered before making a
budget. The budget also defines how much the company spends on its marketing essentials.
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