Marketing Essentials: Cadbury's Marketing Mix and Strategy Report

This report provides a comprehensive analysis of Cadbury's marketing strategies. It begins with an introduction to marketing and its importance, followed by an overview of Cadbury as a multinational confectionery company. The report then delves into the key roles and responsibilities of marketing functions within Cadbury, including pricing, promotion, product management, selling, financing, distribution, and marketing information systems. It explores the relationship between marketing functions and various organizational departments such as production, research and development, human resources, IT, and distribution. The report further compares Cadbury's marketing mix with that of Nestle, examining product, price, place, promotion, people, process, and physical evidence strategies. Finally, the report discusses the development of a marketing plan for Cadbury, highlighting its potential impact on the company's performance in the marketplace. The report aims to provide a detailed understanding of Cadbury's marketing approach and strategies.

Marketing Essentials

Table of Contents

INTRODUCTION
In today's time, marketing is evaluate as an important aspect by which products and
services are move form firm to the customers with the aim of providing them better satisfaction.
Mainly, it is refer to essential activity in which business organization advertise, selling products
to end consumer. This will aid in increasing profitability level at market place. In addition of
this, marketing is an art and science of creating as well as exploring values to fulfil needs and
want of target market in order to attain higher success at market. One of the main advantage of
using concept of marketing is to communicating with customers for understanding their actual
taste (Ogunmokun and Tang, 2012). By this firm can attain customers attention towards its
products and services. Preset report is based on Cadbury, is a British multinational confectionery
firm who operate their business in over the world. This company is known by its product like
Dairy Milk chocolate. As they sell tea, coffee, chocolate in various countries. Role of marketing
functions and its relation with organizational department is discussed in this assignment. Along
with this, marketing mix is also cover in this project which compare with two companies. At the
last of the project, marketing plan is also mentioned in this project which may leads in
determining actual performance of the company at market place.
TASK 1
P1 Key roles and responsibilities of marketing function
As per current scenario, marketing play essential role in exploding brand image of the
because it sell and distribute products and services to end consumer with the purpose of attaining
their satisfaction level. As it is not and easy task which contribute in encouraging people to buy
company products as per their needs and wants. With the help of this company easily produce
quality services as per their taste and preferences (Mitchell, 2012). This will aid in increasing
their customers base within the organization and at the same time also provide them better
satisfaction. In this context, there are some main roles of marketing functions in Cadbury through
which they easily serve their quality products in market place. All these can be understood by
following point:
Pricing: It is an important commodity which is used by the company to set the product
cost. As it is not an easy task for business organization to set their product price. Thus, every
companies face this problem that what price should be set of products. In this case, some time
they set high cost of the product which reduce profitability level of the company. For this, it is
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important duty of marketing manager in Cadbury to set their product price appropriate. Along
with this, for attaining better results, manager tries to understand customers needs to set their
product price. In this they select effective pricing strategy such as price penetration and
skimming pricing. With the help of this they easily increase their profitability level at market
place.
Promotion: It is also an important function of marketing in which Cadbury promote their
products and services in market to increase public awareness. By of this company easily attain
growth level by influencing customers to consume company products and services (Jones and
Rowley, 2011). One of the main advantage of this function is that it directly contribute in
creating brand image. In this marketing team of Cadbury evaluate all the platform of
advertisement to promote their products with the purpose of inviting larger number of customers
towards its products and services. Along with this, company also offer discounts and another
offers to their customers to attract them. With the help of this, company easily build better
relationship with their target customers through which they easily enhance their overall
performance at market place.
Product management: In this marketing function, by which company offer their final
products to end consumers in order to fulfil their needs and wants. Through this department,
Cadbury easily determine products quality in front of people. As they enhance their performance
level by delivering values to customers with the purpose of attaining their satisfaction level. In
this marketing team also effectively complete entire marketing process. As it helps in gathering
information of market and customers behaviour so that they can easily serve quality products.
Selling: Every customers wants to get better services from company so that it is
important for sales department to determine market trends and demand to serve quality services.
As sales team is part of marketing as it play vital role in motivating as well as influencing to buy
company products to attain profitability level at market place. Thus, marketing manager is
responsible for eliminating issues and queries of customers by effectively communicate with
them. By thus company easily make their competitive place in market place.
Financing: For performing any kind of activities, every department required adequate
fund to operate all the activities in effective manner (Gummesson, 2011). Thus manager of
marketing department effectively use funds and also make budget to reduce the issues within
implementing marketing activities. With the help of this they easily set their overall system of
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allotting proper funds to marketing division. This will directly contribute in enhancing overall
performance of the company.
Distribution: In market various sources are available through which company easily
deliver their quality products and services by using effective channel of distribution (Forrester,
2010). As it is not an easy task for company to effectively distribute their services so that they
have to use quality raw material to make high quality of products. In this company offer their
products and services at affordable cost as they attain customers attention. This will directly
contribute in attaining competitive advantage at market place.
Marketing information system (MIS): It is one of the important system which aid in
gathering, analysing information as per regular basis. With the help of this marketing manager
easily take right decision which contribute in improving overall performance of the company at
market. Mainly, it is consider as a systematic process through which firm easily attain
competitive edge at market.
All these are important role of marketing function which help company to enhance
overall performance of the company at market place. Thus, Cadbury effectively implement all
these activities in their business activities to enhance productivity.
P2 Roles and responsibilities of marketing relate to the business
Selling and buying is consider as a marketing process which help s in inviting number of
customers. In this they having various roles and responsibilities in which they easily operate their
entire activities of market with the purpose of establishing positive image. By all these firm
understand customers needs and wants and provide them same which may leads in grabbing
customers attention. Marketing refers to activities of the company which includes buying &
selling of the products and services. Role of the marketing employee is to match the product with
the customers needs and values .They include slogans & catchy tag line to attract targeted
customers or audience. Along with this, marketing is a wide concept which provide support to
business organization and its department to reach their target customers by offering quality
services as per their needs and wants (Durand and Barlow, 2012). As there are some major roles
and responsibilities of marketing which is relate with the organization. This will aid in attaining
set goals and objectives in appropriate time frame. All these are as follows:
Marketing and production department: It is vital for manufacturing department to
produce quality products by considering customers needs and wants so that consumers are easily
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buy company products and fulfil their requirements. For attaining better results, marketing
manage should implement all the information about market and customers taste at the time of
producing products (Diana, 2017). By this Cadbury, invite larger number of customers and also
influence them to consume its services for attaining their satisfaction level.
Research and development with marketing division: It is an important division of
Cadbury in which R&D undertake an effective research to understand customers needs. As taste
and preferences of consumers are rapidly change so that manager should provide various
products as per their needs and wants in order to attain their satisfaction level. In addition of this,
it is major responsibility of marketing team is to deliver relevant information about the customers
and market trends in order to maintain their positive brand image at market place. With the help
of this Cadbury easily grab customers attention by delivering quality products to target
customers for fulfilling their needs. It directly contribute in increasing overall performance of the
company at market as compare to its rivals.
Human resource with marketing department: Cadbury is one of the famous company and
the main reason behind this is its workers because they having number of employees who put
their efforts to attaining desirable results. In this HR department play vital role in selecting as
well as recruiting skilled and capable employees who having knowledge about all the marketing
activities. In this marketing manager easily build an effective team in which employees easily
understand customers needs and market trend as well. Along with this, they also understand
about organizational culture and strategies to make their marketing process appropriate and attain
favourable results.
IT department with marketing: As per current scenario, every business organization use
information technology to manage all the activities and data in systematic manner. Marketing
department deliver information to IT team about market trends and customers taste. By
assistance of this, IT department can develop application of the firm where they can easily grab
customers attention and at the same time also increase their awareness towards the products and
services. This will enhance productivity level of the company at market place (Desai, 2013).
Distribution with marketing division: For attaining set goals and objectives of market,
company have to use strong distribution channel because it helps in capturing customers
attention. As Cadbury is famous firm in which they use effective channel to send raw material to
another warehouse. By this the reduce the chances of any kind of damage and at the same time
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also increase company revenue. This will contribute in establishing competitive image at market
place as compare to its rivals.
Marketing function and marketing department: Proper fund is important for every
department as it helps in improving the chances of attaining desirable results. As marketing
department easily execute their activities by utilizing proper financial resources (Functions of
marketing, 2017). Along with this, it is also crucial manager tor make an appropriate budget to
evaluate requirements of financial fund. It helps in attaining better results in systematic way. For
example, if marketing manager of Cadbury keep proper funds then they easily use various
activities of marketing to make their product famous in market place and at the same time also
capture customers attention.
Therefore, all these are important role of marketing which is highly interrelate with
organization. By this Cadbury can enhance their productivity level at market place by
establishing their positive brand image. This will contribute in capturing larger market share
form its rivals.
TASK 2
P3 Comparison of marketing mix
Marketing mix is an important tools that used by the company to attain its marketing
goals and objectives in appropriate time frame. Mainly, it is a combination various factors which
influence customers to buy company products and services for satisfy their needs. Along with
this, it also contribute in promoting as well as advertising their products in market place. It
includes products, price, place, promotion, people, process and physical evidence. All these are
directly contribute in offering values to customers for attaining their satisfaction level. In this
context there are comparison between Cadbury and Nestle are as follows:
Basis Cadbury Nestle
Product Products of the Cadbury are
classified according to the
seasons & are varied for the
sales in each country
respectively. Its can also be
varied with standard products .
Nestle is famous company as
they having approx 8000
brands with number of
products in overall market. Its
products are dairy products,
chocolates, beverages and
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Cadbury company also
segregated the products
according to the demographic
areas. It has the power house
line-up of products . Cadbury
has covered the Vast market in
chocolate line. Some of its
products are Bournville, Five
star, Perk, Cadbury eclairs. In
the business segment it has
launched Oreo. In beverages
Bournvita is the most famous
product which is one the
leaders in milk additive.
Cadbury is the leading
chocolate industry in the all 7
continents.
cook foods which may helps in
satisfying customers in market.
Along with they also set their
product as per customers taste
and preferences in order to
grab their attention. With the
help of this company enhance
their productivity level at
market place (Chinn, 2017).
Price The price of Cadbury products
are high in some cases on the
other some its products are
very affordable which gives
the taste of the Cadbury like
perk, five star , eclairs. Dairy
milk is considered as the
premium brand of chocolates
due to its positioning, but
because of lower priced
chocolates, it has been
accepted by various segments.
Products of cadbury are
compiled into gifts packages
Price is highly based on the
product quality as the Nestle
product cost is also high as
compare to its rivals. On the
other side company set their
products price affordable
which may helps in inviting
number of customers towards
its products and services.
Along with this, for grabbing
customers attention, company
also provide discounts and
extra benefits to customers
with its products. By this
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which are mainly targeted for
for the festive seasons and are
priced strategically so that
customers can buy them easily.
Cadbury celebrations packs
sold in millions of quantity in
festive seasons.
company easily cater
customers demand in most
effective manner. Furthermore,
Nestle include effective
pricing strategy which helps
company to enhance their
productivity level at market
place as compare to its rivals.
Place Cadbury is famous company
as they having fantastic
distribution of the products. In
this they cover urban areas by
serving quality products.
Along with this Cadbury
products are available in all
over the world. By this they
easily enhance their
profitability level in market
place. The main reason behind
this is that they cover more
than 200 countries by reaching
customers. For grabbing
customers attention, company
should set their stores in
various location so that
customers are easily buy
products.
Nestle is a biggest company in
which they follow FMCG
distribution channel. As they
includes bulk products to
produce quality services as per
customers needs. Along with
this, they set their stores at
prime areas to cover all the
customers needs. This will
contribute in attaining better
success at market place.
Promotion As a biggest company,
Cadbury has effective
promotional activities through
Nestle is famous company as
they operate their stores in
various countries. Along with
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which they enhance their
productivity level by
increasing public awareness
about its products. Along with
this they complete their
promotion activities through
television, social media, online
platform, newspaper and many
more (Batt, 2013). All these
are appropriate for company
through which number of
customers are attracted. In
addition of this, company also
having brand ambassadors for
products to influence
customers and at the same time
also make impression within
their mind. This will increase
the profitability level of the
company at market place.
this, company come in market
with new and innovative ideas
in market with the purpose of
attaining success at market
place. In this they also focus
on their products quality to
enhance their positive image at
market place. In addition of
this, they use social media,
print, online platform and
many more to increase public
awareness towards company
products. This will contribute
in capturing larger market
share form its rivals.
People As a famous company,
Cadbury includes skilled and
talented workers who have
capability to understand all the
rules and regulation within the
company. Along with this,
they also focus on their
employees as they effectively
understand customers needs
and wants to provide them
same. With the help of this,
Under this, Nestle select
talented people within their
business activities as they
having ability to determine
customers needs and wants in
which they provide better
experience with the purpose of
attaining their satisfaction
level.
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Cadbury easily enhance
profitability level at market
place.
Process For attaining better success at
market place, company should
use effective and systematic
process for producing quality
products and services. By this
they easily increase customers
base within their organization
and attain competitive place at
market place (Baker, 2014).
Nestle having appropriate
process to produce quality
products and services. As they
follow all the rules and
regulations at the time of
manufacturing quality
products to create strong
customers base.
Physical evidence Cadbury having various outlets
in market place as they easily
serve values to target
customers by understanding
their needs and wants. Along
with this, they also set their
outlets with attractive and
positive environment as
number of customers are
attracted.
Nestle is also a famous
company as they having
number of stores in market as
they sell their products and
services to its customers by
understanding their taste
towards it products.
TASK 3
P4 Marketing plan
For attaining success at market place, it is important for business organization to make an
effective plan because it helps in developing as well as improving performance level of the
comp[any at market place. As marketing plan is consider as a blueprint which define all the
activities which consider by firm at the time of implementing the plan with the purpose of
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