Cadbury's Marketing Strategies: A Detailed Report and Analysis

This report provides a comprehensive analysis of Cadbury's marketing strategies and functions. It begins with an introduction to marketing and its importance, followed by an examination of the responsibilities of the marketing function, including market information gathering, product design, packaging, customer service, pricing, promotion, and physical distribution. The report also explores marketing concepts such as production, product, selling, marketing, and societal marketing. It then delves into Cadbury's marketing environment, including market strategies, marketing information systems, research, segmentation, and brand equity. The report further examines the interrelationship between marketing and other functional units within Cadbury, such as production, finance, human resources, administration, and R&D. A critical evaluation of the key elements of the marketing function is also included, along with a comparison of marketing mixes used by different companies and an evaluation of Cadbury's tactics. Finally, the report concludes with a detailed marketing plan for Cadbury, incorporating the 7Ps of marketing.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Responsibilities of marketing function.................................................................................1
M1. Duties of marketing with respect to marketing environment..............................................3
P2 Roles and responsibilities of marketing with wider context of organisation.........................4
M2 Significance of inter-relationship between marketing and other functional unit ................6
D1 Critically evaluate the key element of marketing function ..................................................6
TASK 2............................................................................................................................................7
P3 Comparison of marketing mix applied by different companies.............................................7
M3 Evaluate different tactics chosen by Cadbury to achieve business objective.....................10
TASK 3..........................................................................................................................................10
P4 Marketing plan for Cadbury.................................................................................................10
M4 Produce detailed marketing plan for Cadbury....................................................................13
D2 Design marketing plan with the use of 7Ps.........................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16
.......................................................................................................................................................17

INTRODUCTION
Marketing is the social and effective process by which groups and individuals apply what
they want and need through exchanging and developing value and products with others. It is also
identified as the best activity by which an enterprise create client’s interest in services and
products. In simple words, marketing is an essential process for creating, delivering and
exchanging goods from one place to another. It involves various aspects such as understanding
of marketplace, making long term relation, demands and wants of customers (Ahrens, 2011).
Marketing is very essential which helps in movement, exchange and transfer of goods,
maintaining and raising the living standard, creating employment and many other. All these are
highly important for the business entity to grow their performance and morale in competitive
marketplace. Chosen organisation is Cadbury which is a British multinational business wholly
established by John Cadbury, Mondelez in 1824. Main aim of this report is to analyse entire
information regarding business activities and functions. Moreover, role of marketing function
and its connection with different departments of enterprise are determined in this study. In
addition, 7P's of marketing and marketing plan of company is described in this assignment.
TASK 1
P1. Responsibilities of marketing function
Marketing: It is very important and essential part of every organisation to introduce their
new goods in market. According to Dr. Philip Kotler, it is the art and science of creating,
delivering and exploring value with aim to satisfy the requirements of target audience. It
identifies unfulfilled desires and needs. Marketing quantifies, calculates and defines the situation
of the well-established market.
Marketing functions: It is identified as one of the important and valuable aspects for the
company (Arguello, 2013). These functions includes different elements which are necessary for
the organisation to introduce their product’s quality, flavour, price and many other resources
systematically. Some functions of marketing which are applied by Cadbury in their business
operations are as follows:
Gathering as well as evaluating market information: Marketing is an important part of
all organisations in order to collect necessary and proper information regarding market trend,
customer demand and other. Role of this function is to identify consumer wants, quality and
price.
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Product designing: It plays an essential and vital role in the process of selling product to
the customer. In Cadbury, there are different variety of foods which are produced by business
manager to their target and available client at reasonable price. Role and responsibility of this
function is to attract large number of audience by using attractive design for its product
packaging.
Packaging and labelling: One of the main aim of this function is to deflect breakage of
products during the transiting process (Baines, P., Fill, C. and Page, K., 2013). Cadbury apply
this function to increase their sales turnover. Role of packaging is to force different clients for
the quality goods.
Customers support service: Marketing is important and beneficial for all businesses to
develop their growth and sustainability in the market. Customer support service is a part of
marketing function which play vital role in the organisation towards providing various services
such as after sales, technical, maintenance, credit etc.
Pricing: This function is used by marketing manager to set accurate price of products as
per the market demand and customer's want. In Cadbury, there are large number of the products
are sold by manager at different prices. So that it is essential function for the each and every
enterprise to produce their goods at national and international level.
Promotion: It is a part of promotional mix which is important for the enterprise to
promote their services and goods in marketplace (Baker and Magnini, 2016). Cadbury apply
various channels such as personal and direct selling, publicity, advertisement plus many other.
Role and responsibility of this element is to easily introduce their all services or products in
market.
Physical distribution: It is essential function by which company make an effective
decision regarding carrying the things from production to consumption place. For achievement
of this objective, decision are classified into four categories like inventory, warehousing,
transportation and many other.
Marketing concepts which considering the future and actual trends, these are described as
below:
These are mainly divided into five parts which is important at Cadbury. It highly involves
future and actual trends for planning of marketing in successful manner. 5 elements are
determined as-
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Production: This concept is applied by each and every business which is mostly based on
consumer perception (Blythe, 2012). It outlines that the audiences are minded towards the
quality goods which are available in marketplace.
Product: In this, choice of customers relate to goods, it is highly depend on quality,
innovative method and quality. It means, customers can be maintained through the services and
products.
(Source: Hitesh Bhasin, 2018)
Selling: Mind set and perception of the audiences is attracted through promotions. It is
important concept of the business to innovate their all goods’ quality and quantity in marketplace
(Five Main concept of marketing, 2018)
Marketing: It is more effective concept which identifies the basic needs of target
consumer. In order to achieve long term marketing goal, company mainly focuses on providing
quality products at reasonable price to the customers (Brassington and Pettitt, 2013).
Societal Marketing: Main focus of this approach is to identify needs of target customers.
So, the buyers will prefer business product across other businesses in the market.
M1. Duties of marketing with respect to marketing environment
Marketing environment: It is a combination of internal and external factor which impact
the business capability in order to set up a long lasting relationship. This is an effective process
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Illustration 1: Five Main concept of marketing

of planning different elements of marketing. The roles and duties of marketing in the context of
environment are determined as below:
Market strategies: In this, main role of Cadbury is to develop marketing strategies with
aim of accomplishing predetermined goals. So that needs of marketing manager is to identify as
a basic requirements of clients.
Marketing information system: It is the best system which is applied by Cadbury for
gathering essential information about product, implementation, planning and monitoring of
marketing strategies.
Marketing research: In this, roMarketing Mix. 2018.Five Main concept of marketing.
2018.le and responsibility of manager is to conduct research program which help in identification
of customer needs (Brooks and Simkin, 2011). It is more significant for the development of
business growth and success.
Market segmentation: It is another role and duty of marketing manager to segment their
market as per the taste, preference, income and social class of people. So, it supports in the
determination of buyers in the huge markets.
Brand equity: Cadbury is a well-established and famous brand all over the world. It is a
big strength of business which assists in the achievement of long term goals and benefits.
P2 Roles and responsibilities of marketing with wider context of organisation
Cadbury is a successful and famous business in all over the world which have over 75000
workers. In order to remain a business successfully, they has to retain some functions and
structure of company which turn in the achievement of long term objectives. In the organisation,
there are different departments are work with a motive of accomplish all task in given time
period. For the achievement of this, each and every departments apply marketing functions. So it
is identify both are interrelated with each other. These are determined as below:
Production department and its like with marketing: It is a part of department which
produce various products to customers (Brooks and Simkin, 2012). When manufacturing a good,
labour value and material are included so that commodity can meet buyer's requirements. Main
role of this department is to find out different issues such as cost of production, healthy and
safety, maximising the plan use, keeping workers motivated and many other. All these are
possible with the help of marketing because in this manger conduct investigation with aim of
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identifying basic needs of customers. So that both are interrelated with together and have
common interest to accomplish business task smoothly.
Finance department and its relation with marketing: Main responsibility of such
department is to manage and deals with the amount of money. They are liable for maintaining
entire record of finance and documentation of monetary system (Cabrera and Williams, 2014). In
order to manage all financial activities appropriately, company apply different type of marketing
tool such as Marketing information system and many other. MIS is a best technique for the
Cadbury to achieve predetermined and desired objectives. So it is identified that marketing and
finance department are interrelated with each other for the success and development of
organisation.
(Source: Organisation Structure of Cadbury, 2018)
Human resources department and its relation with Marketing: In Cadbury, main role of
HR is to keep every person happy; they are obsessed with the staff welfare. These are important
department which play vital role for hiring best candidates from pool of applicants. In this
process marketing manger perform their all responsibility in context of providing internal and
external methods of recruitment (Caragher, 2016). So that without marketing, human resource
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Illustration 2: Organisation Structure of Cadbury

department of Cadbury can not recruit knowledgable person. Both are interrelated and have
common motive to attain long term success in competitive marketplace.
Administration and Information Technology department and its relation with
marketing: This department gives more support to the other division who are working in the
organisation. They develop an effective order of working which gives functions smoothly. This
help could be letter writing, photocopying, invoicing, gathering the post, posting the mail and
distributing it properly. All these are possible with the help of marketing and its functions. In
order to administrate all activities and functions, marketing manager play vital role for applying
different kind of tools and techniques (Desai, 2013). So that marketing and department of
organisation are interrelated with each other for development of business growth.
Research and development department and its connection with marketing: R&D is a
main part of the organisation, in this role of manger is to conduct research. It assist the company
to identify needs of customers regarding Cadbury products. So business are well know about the
needs and wants of audiences. All this process are possible with the assist of marketing because
by which they apply primary and secondary methods. There are some aspects which are includes
in such kind of methods such as questionnaire, survey and many other. So it is means without
marketing R&D department can not identify needs of customers.
M2 Significance of inter-relationship between marketing and other functional unit
In Cadbury, there are different departments such as Production, Finance, Human
resources, Administration and Information Technology, Research and development etc. All these
are play vital role in the development of enterprise (Dibb and Simkin, 2013). It is possible with
the help of Marketing because without this they can not conduct research, manage all
information, recruit candidates and many other reasons.
D1 Critically evaluate the key element of marketing function
According to the..... Marketing functions is one of the main and essential part of the business
growth. There are different kind of functions such as financing, promotion, physical distribution
and many other. These are not a function it is a activities which are present in the marketing
planning. There are some key elements which are explained as below:
Research: Research is one of the essential and foremost part which is significant for the
investigator to organise investigation with aim of identifying the needs and wants of customers.
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It is mainly classified into two parts such as primary and secondary. In this they use survey,
questionnaire and many other tools appropriately.
Strategy: It is important and valuable for the enterprise to apply better strategies in order
to identify their strength and weakness in an easy manner. This strategy give accurate guidelines
in achieving long term goals and objectives.
Planning: It is part of marketing function which is beneficial for the all enterprise in
order to plan different activities in systematic manner (Fan, 2012). In this marketing department
plan regarding financial, distribution, sales figures, communication etc.
Tactics: It is another key element which is important to implement all activities and
attract large number of audience. In order to achieve predetermined and desired objectives,
manager of the Cadbury apply different tactics in a proper manner.
TASK 2
P3 Comparison of marketing mix applied by different companies
Marketing mix: It is a best and foremost tool which is apply by each and every enterprise
in order to accomplish predetermined goals in allotted time period (Marketing Mix, 2018). It is
refers to tactics and approaches which assist them to increase their profitability and productivity.
These are classified into 7 parts which are product, place, promotion, price, physical evidence
and process (Essentials, 2015). All these are used by the manager of Cadbury in a systematic
manner.
Comparison between two organisation related to applying 7p's of marketing. Name of
this business are Cadbury and Nestle. These are determined as below:
Marketing Mix Cadbury Nestle
Product It is one of the main and
essential element of marketing
mix which is helpful for the
organisation to increase their
profitability. Cadbury provides
different products like biscuit,
chocolates and many other.
Nestle is a fast food business
in all over the world. They
deal in various variety of
products such as Kitkat, Dairy
milk, polo and many other
quality goods. These are assist
the business manager to
improve their performance in
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competitive marketplace.
Price Cadbury apply Competitive
pricing strategy which is
important for the company to
compete their challenges
easily. As per this strategy,
product quality is high so its
price is also high.
Price of Nestle product is
mainly depend on market
demand and customer wants.
Nestle use different types of
pricing strategies as per the
product quantity. For example:
Company comes from its
consumption and packaging
based pricing.
Place Cadbury selects different kind
of distribution channel in order
to locate its products (Illing
and Anders, 2016). Business
products are reachable in every
hyper and super markets.
Cadbury goods are famous and
popular in all over the world
which is one of the main
strength of firm.
Nestle use FMCG distribution
strategy. Products of nestle is
available in all over the world
which is main strength of the
business in order to maximise
their sales and revenues in
given time period. In this
process they mainly use ATL
marketing, TVC's and other
social media.
Promotion Cadbury apply different kind
of promotional activities which
is highly emphasis on
maintaining bran value, bran
awareness and maximising
turnover. They also has their
presences in the platform of
digital media such as
Snapchat, Facebook etc. in
order to found its target
In order to promote and
advertise Nestle products,
business use various kind of
promotional mix which assist
in achievement of higher
growth and development
(Kongstvedt, 2012). Its one of
the essential and beneficial
element of marketing mix
which help in accomplishment
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market. Furthermore, it is
highly emphasis on BTL
activities, Sponsorships and
advertisement.
of all task in allotted time
duration.
People In the organisation, there are
different number of employees
are work with the motive of
achieving long term goals and
objectives in allotted time
period (Lamb, Hair and
McDaniel, 2011). In order to
increase basic skill and
knowledge of employee,
manager of Cadbury provide
effective training and
development in an accurate
manner.
People is main asset of the
each and every organisation. In
Nestle, there are large number
of workers that have conman
interest in increment of sales
and turnover. In order to
encourage employee’s
performance, business entity
should tries to provides
accurate training and
development to their all
workers.
Process It is another main element of
marketing mix which is useful
for the enterprise to maintain
their process effectively. In
order to produce their goods to
the end user, Cadbury follow
simple and attractive process.
So it help in attainment of long
term success and growth in
competitive marketplace.
Process is important part of the
company to do their all
activities and functions in an
appropriate manner. In order to
recruit and select
knowledgable candidates
business use human resource
management process which
assist in the performance and
profitability of company
(Lane, 2016).
Physical evidence Cadbury is a well-established It is identify as a sensory
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