Marketing Essentials: Cadbury's Strategies, Analysis, and Plan

This report provides a comprehensive analysis of Cadbury's marketing strategies, encompassing key roles and responsibilities within the marketing function. It delves into the concept of marketing, current and future trends, and the marketing process employed by Cadbury. The report examines the interrelationship between the marketing department and other departments such as finance, human resources, production, and research. Furthermore, it explores the key elements of marketing, including product, place, price, and promotion, and assesses Cadbury's marketing mix. A comparative analysis between Cadbury and its competitor, Nestle, is also included, focusing on their marketing mix strategies. Finally, the report concludes with a proposed marketing plan for Cadbury, outlining strategic recommendations for future success.

Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................1
P1 Major roles and responsibilities of marketing functions...................................................1
M1 Analysis of roles and responsibilities of marketing with examples ................................3
P2 Marketing's Roles and Responsibilities in an organisation..............................................4
D1 Analysis of key elements of marketing ...........................................................................5
TASK 2............................................................................................................................................5
P3 Marketing mix to achieve business objectives..................................................................5
M3 Tactics applied to demonstrate achievement of business objectives ..............................7
TASK 3............................................................................................................................................8
P4 Produce marketing plan for business ...............................................................................8
D2 Strategic market plan applying 7 p's...............................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
In order to promote their goods and services in an effective manner companies use
marketing. Marketing is a promotional tool used by many companies to attract large customer
base towards them (Baker, 2016). There are a number of activities included in marketing such as
market research, advertisements, promotions etc. Following report is based on Cadbury. Cadbury
was founded in 1824 in England by John Cadbury. This following report consists of key roles
and responsibilities in marketing. Relationship between marketing department and other
departments is also included in it. A comparison between Cadbury and its competitor Nestle is
made based on marketing mix process. In the end this report consists of a marketing plan for
Cadbury.
TASK 1
P1 Major roles and responsibilities of marketing functions
A process which includes an organisation sharing their ideas and views with customers
about the product and services offered by them is called marketing.
Concept of marketing- Concept or marketing states that it is required by a company to
analyse the demands , requirements, needs and wants of a customer before taking any decision.
So that requirement of customers can be satisfied (Agic and et. al. 2016).
Trends in marketing ( Current and Future)- Due to developing industry in today's
competitive world marketing process is changing continuously. In context of Cadbury it is seen
that company uses traditional method of print media for advertising its products. Print media
includes poster, magazines, newspapers, and many more. This helps Cadbuiry to promote their
products and services effectively. Cadbury also chose social media as a platform to promote their
products. Social media captures masses around world without much expenses. This tool has
proved to be profitable for Cadbury.
Marketing Process: The process of marketing which is used by Cadbury consists of four steps:
 First Step- First step includes examining all the opportunities that are available in
market. These are external opportunities which includes needs, demand and requirements
of customers.
 Second Step- After analysing all this Cadbury choses a target market. Target market for
Cadbury is usually that area which generates maximum profits for Cadbury. In this step

customers are also distributed according to their requirements so that each need can be
addressed.
 Third Step- Once target market is identified, marketing team of Cadbury makes a
marketing plan. This plan mainly focuses on ways in which Cadbury can provide its
products and services to target customers in best way possible.
 Fourth Step- This is last step where plan created by Cadbury is brought into execution.
The purpose of this is to promote products and services provided by Cadbury in effective
and efficient manner.
Cadbury being a confectionary set up in UK brings out high quality products for their customers
worldwide. The chocolates brought by company are unique and popular worldwide. In given
scenario it is examined that marketing functions include many steps which help inincreasing
profits for the firm. Marketing department has an essential role in survival and growth of
Cadbury (Stewart, and Gugel, 2016). Company attracts a number of cutomers towards their
brand through marketing practices. Various functions which should be performed by marketing
department are mentioned below:
1. Market Information- The first step in marketing is collecting information from
market. This information refers to examining demands and requirements of a
customer. Both internal as well as external factors that have an effect over
Cadbury are analysed. Cadbury also looks into the suggestions and reviews of
people about their products. This help them modify and change their products
according to customer's preference. This also helps in segmenting of market.
2. Financing: In marketing department many such functions are included that need
assistance of finance. Instances can be taken such as credit provided to some
regular customers, so that relationship with them is not hampered. Also marketing
team many a times need to bargain with retailers about prices. Company also
provide credit to retailers in order retain them with Cadbury. Taking help from
these functions company increases profitability as well as its competition in
marketplace.\
3. Market Planning: The topic itself makes clear that main function of a marketing
team is to market its product. In order to do so marketing manager is required to
prepare an effective plan. The motive of this plan is that targeted marketing

objective is fulfilled. Other than this another major objective of marketing
function is that brand image must be improved. However ultimate aim is
increasing market shares.
4. Product Designing and Development: In this function major focus of team is on
developing a product or service which will bring interest of most of people
towards them. In case of Cadbury, the marketing team makes sure to take part in
development of product after once it have evaluated overall marketplace.
Effective decisions are taken in order to make it happen. Marketing team also
assist production team regarding some special elements of product. This includes
shape, size packaging etc. which are found out by marketing team after market
survey.
5. Exchange Functions: In context of Cadbury along with studying consumer
behaviour marketers also study marketplace as a whole (Baporikar and Fotolela,
2018) This helps the firm to only produce what is required in the market or what
market demands of. Exchange function consist of many other functions namely
advertisement, sales promotion, sample distribution, and a number of other
activities. This function helps company to increase sales which will increase
overall profits and productivity of firm.
6. Distribution Channel: In this function marketing team develops a network of
transportation through which distribution channel works in order to deliver goods
to its consumers. In context of Cadbury, its marketing team takes in use both
offline and online distribution channel in use to grab maximum customer base. In
online distribution channel company uses websites to distribute its product and in
online channel company has its products available in supermarkets, stores etc.
From the above discussion it can be concluded how important is marketing function for
any company. These companies take help from marketing function in order to improve its overall
profits. It has also been notices that marketing function has an important role in internal as well
external functioning of a business.
M1 Analysis of roles and responsibilities of marketing with examples
With reference to Cadbury al market research an d product plan is developed by its
marketing team. It is duty of marketing to carry out product promotion, development and

distribution plan. In Cadbury marketing department suggests the shape, flavours and packaging
of its products based on demand of customers. These are some of major responsibilities of
marketing team in cadbury.
P2 Marketing's Roles and Responsibilities in an organisation
Marketing department plays an essential role in maintaining sustainability and growth in
a marketplace for an organisation. In context of Cadbury, marketing department of company is
interrelated with all other internal departments of firm. The reason for this is that marketing is a
link between all the functions. It help other departments to meet demands of customer.
Interrelationship of marketing department with other departments are as follows:
Marketing and Finance: Finance department of a company take help from marketing
department in order to increase its returns. It is clear if marketing plan of a firm is well versed it
will provide huge profits to firm. In context of Cadbury if profit is increased and marketing plan
is well thought of it will also increase brand image of firm. When outline of tasks is decided by
marketing department then finance department plays its part and allocate funds to all other
departments. They also provide funds to marketing department in order to conduct its research.
Marketing and Human Resource: Human resource manages all the employees in a
company, recruitment and training is their job in the organisation (Jolliffe, 2016). In Cadbury its
marketing department is related to its human resource department. If market Reputation of
company is good it will attract large number of talented candidates for recruitment.
Marketing and Production: Marketing team is also related with production team as it
helps hem on manufacturing of good by letting them know the taste and preference of consumer.
It is very important for production team to produce according to needs and wants of market. In
Cadbury marketing department helps production department to create products in such a manner
that maximum customer satisfaction can be achieved.
Marketing and Research: Research department helps in collecting information from
market. Through this marketing team analyses data and finds out requirement and current trends.
Cadbury finds requirements of its customer in this way. This will also let organisation know of
how to attract customers.
M2 Significance of interrelationships
All functions of a business are interrelated. No function or department can work all
alone. It is important for all functions to stay connected. No function will have funds if finance

department have not competed it tasks (Steven, 2016). Employees will not be available in any
department if job of human resource department is not done. In such ways each department
depends on another department to carry out their function in a smooth flow.
D1 Analysis of key elements of marketing
Marketing consists of four main elements namely product, place, price and promotion.
These four factors form all of marketing. In case of Cadbury the chocolates which are produced
are its product. Marketing department makes sure that these products are made as per demand of
consumers and they are advertised or promoted well. When promoted well they may reach to
places (marketplace), at a price in which consumers will purchase it. This sums up key elements
of marketing and functions of marketing department.
TASK 2
P3 Marketing mix to achieve business objectives
Marketing Mix (7P's)
Basis Cadbury Nestle
Price Cadbury provides it's products
at reasonable price. But some
of the items and chocolates
offered by this company are
Oreo, Silk, Bubble silk, etc
(Ukaj,2016). These items need
to be marketed effectively for
attracting large number of
customers.
This company offers wide
range of chocolate and edible
food items. The best selling
product of this company is
Nestle Maggie. This is sold to
customers at affordable price
and other chocolates are
offered at comparatively less
price.
Product This company started years
before and it has dealt with
wide range of products since
then such as tea, coffee and
chocolates. The products of
Cadbury have high milk
This is a FMCG brand which is
working at international level.
This company produces
various milk products and
chocolates. Maggie is the best
selling product of Nestle. This

content and these are provided
to customers in different
countries.
company earns 60% of the
profit due to sales of Maggie.
Also, it is seen that other
products like baby food,
breakfast cereals, frozen food,
pet foods, etc. Nestle is a big
company and it is providing
high quality products to
customers since many years.
Place The distribution strategy of
Cadbury is more effective than
it's rivalry company. There are
different stock and storage of
Cadbury products so that these
are distributed to all retail
shops and supermarkets.
Demand of Cadbury products
in rural areas is comparatively
lower than other rival
companies.
Nestle has a very good and
strong marketing channel for
distributing all of its products
and services effectively to their
customers and retail shops
(Gonzalez-Fuentes, 2017).
The main popular products
offered by Nestle are Maggie
and Nescafe. Coffee is also an
essential product that helps in
making profits for company.
Physical Evidences By adopting proper hygiene in
the stores company will be
able to attract large number of
customers.
With the help of attractive
interior Nestle grab attentions
of large number of consumers
towards their stores.
Promotions Cadbury has different ways of
promoting products and
services. They provide
attractive tag lines for
promoting different products.
This can be explained by an
Nescafe promotes coffee by
using an attractive and
innovative tune and this is a
very good promotional tool.
This is providing high quality
products which includes

example - Bourneville
company have a tag line “you
don't buy a Bourneville you
earn it”(Pricilla, 2019).
Company uses television,
newspaper, radio for
promoting their brand.
Maggie. The promotional
strategy includes social media,
television, newspaper etc.
People Cadbury consider its
employees as people and
provide training sessions to
them in order to manufacture
high quality products (Hill and
et. al. 2017). This is also
beneficial for managing the
gap between top level and
lower level management.
In order to have sales
promotion, Nestle has been
organising different marketing
campaigns and advertisements
that attract customers. This
organisation recruit employees
from different corners of whole
world and provide them
effective training to attain
organisational goals.
Process Cadbury is adopting latest
technology in the process of
production and this is helpful
in producing high quality
products for customers.
The main focus of Nestle is on
on process of production and
manufacturing of its products.
There are chances of allocation
of resources and and providing
all these products effectively to
its customers.
M3 Tactics applied to demonstrate achievement of business objectives
Company uses its seven elements in such a way so that it can compete with its
competitors. They provide products at a very reasonable price so as to attract large masses of
customers. It has a huge variety products, they also look deeply into distribution channels and
make sure there product reaches everywhere demanded. It adopts latest technology and best sales

person to demonstrate their products. In this way company uses tactics to gain business
objectives.
TASK 3
P4 Produce marketing plan for business
It is a road map for firm on what to do next in coming future. This helps a firm to
understand on what to do next and how will the future market conditions effect firm (Eng, P.,
2017). Cadbury is also creating an effective plan in order to achieve its goals and objectives.
Following is marketing plan developed-
Overview of Company- It was established I 1824 in England by John Cadbury. It offers a
number of products including Dairy milk, Oreo, Gems and many other chocolates.
Mission- Its mission is to deliver high quality products to its end user.
Vision- Its vision is to build a brand name that have highest priority in mind of customers.
Marketing Objective-
 To increase its revenues up to 20% in coming year.
 To launch a new product and grab a market share up to 15% in one year of launch.
STP Approach- This approach is used by companies to make an effective plan this is divided
into three segments which include segmentation, targeting and positioning. STP for Cadbury is
as followed:
 Segmentation: In this marketplace is divided into groups of consumers. Cadbury divide
its market on the basis of geographic, psycho-graphic, demographic and behaviour of
customers.
 Targeting:Marketing manager in Cadbury believe in targeting their customers according
to their needs.
 Positioning:In this last stage of positioning product is positioned in market based on the
target. Cadbury focuses on its brand image and reputation while carrying out this task.
Swot analysis of Cadbury
Strength Weakness
 Cadbury have a vast distribution
channels which helps it to reach out
 It is difficult for Cadbury to hire skilled
employees which proves to be its

far fledged customers (Okumus and
Cetin, 2018).
 The wide range of product offered
by Cadbury.
weakness.
 Change in perception of people towards
healthy eating is becoming a challenge
for Cadbury.
Opportunities Threats
 There are opportunities of innovating
new products and launching in market
in order to increase its market share.
 Due to increasing cost of materials
there is a decrease in its profit margin.
 The competitors of Cadbury is
increasing day by day. This is a major
threat to company.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Investment 10000 10000 6000 5000
Initial money 10000 5000 5000 5000
Total 20000 15000 11000 10000
Marketing
outlay
15000 1000 3000 5000
Sales
publicity
2000 2000 1000 1000
Direct selling 4000 3000 1000 1000
Promotion 4000 1000 5000 2000
Total 25000 7000 10000 9000
Monitoring and Control
It is duty of manager to monitor every activity after the budget is prepared. This step is
mainly focused on reducing wastes if any due to not following plan properly.
Strength and weakness of marketing mix -
Strength Weakness

Marketing mix will help to identify important
factor in an organisation and their position in
external business environment (Mishra, 2016).
It is a time consuming and expensive process.
Strength and weakness of marketing budget -
Strength Weakness
Promotes coordination and every employee is
clear about their role as per monitory terms.
Requires professionals and time for
preparation.
Strength of marketing budget minimise its weakness of bureaucratic and time consuming
process.
M4 Coherent marketing plan
Above detail focuses on marketing plan of Cadbury. Cadbury have taken into
consideration mission, vision and objectives of firm before deriving its plan. SWOT of cadbury ,
its STP is also included in its market plan. A budget for marketing is mentioned in the plan too
(Stanford, 2017). The plan also describes how to monitor and control after effects or any
deviation from plan. At the end of market plan strengthens and weaknesses of marketing mix and
marketing budget is also discussed.
D2 Strategic market plan applying 7 p's
The above plan is made taking into consideration all seven P's . Price of product was
derived from budget. STP helps in developing product design , deciding market place. SWOT
analysis was helpful in deciding process and ways of promotion for company. Its objectives,
vision and mission makes it clear what will be their physical evidence and how will they choose
their people or employees.
CONCLUSION
It can be concluded from the above report that when a company makes an effective
market plan promoting its goods and services becomes easy. It has also been analysed that with
the help of an effective marketing plan company manages to raise their revenues. Following
report describes how different marketing functions are helpful in increasing productivity of