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
3
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
4

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
5
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.
6

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
9

and famous organisation in all
over the world. They not need
to apply any kind of physical
evidence with purpose of
attractive customers.
experience related to goods
and service. It attract the
customer to analysis whether
large number of person
accepted value.
M3 Evaluate different tactics chosen by Cadbury to achieve business objective
7P's of marketing mix is one of the main tactics which is beneficial for the organisation.
With the use of this tool, Cadbury easily innovate their all chocolates products to the clients and
in the marketplace. These tactics includes product, price, place, promotion, physical evidence,
process and people (Mitchell, 2012). In the success and development of business operations,
above all aspects are highly important. Therefore, marketing mix assist the business manager to
achieve long term objectives and targets in given time period.
TASK 3
P4 Marketing plan for Cadbury
Marketing plan: It is identified as a document which is used by the business manager in
order to make accurate plan. This plan includes strategies, visions, mission, objectives budgets
and many other elements. With the help of this plan, Cadbury identified their entire activities and
functions in detailed way.
Overview of Cadbury: It is a Confectionery industry that deals in different products such
as Dairy milk, Five star, Fruit and nut, Blackcurrant and many other quality goods. These
business is well-established and famous organisation which is formed by John Cadbury at
Uxbridge, London, UK. Large number of the employees are work in the organisation with the
aim of accomplishing long term objectives.
Mission: “Cadbury mission is very simple is to achieve long term goals and objectives by
providing quality products”.
Vision: “Vision statement of the Cadbury is; Working with each other to develop brands
people love”
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Objectives: Cadbury has different objective in order to maintain product quality and
attract million number of clients (Nguyen and Simkin, 2012). There are also objectives which is
proceed by Cadbury such as:
 To enhance quality of chocolates.
 Enlargement of business operation and function at international and national level.
 To maximise their turnover by 20%. Maintain long-lasting relationship with customers and employees.
SWOT Analysis: It is identify is a internal factor of business which describe its strength, threats,
opportunities and weakness systematically. SWOT analysis of Cadbury are determined as below:
Strength Weakness
 Cadbury has top most chocolates
quality in all over the glove which has
international goodwill.
 Highly skilled, educated dynamic,
capable and young human resources.
 Positive perception of customers about
Cadbury products.
 Weak place in the United State
marketplace.
 Products are a bit costly priced.
 Chocolates is bot beneficial related to
people health.
Threats Opportunities
 Company distribution cost is high
through maximise in cost of
transportation and fuel.
 Variation in buying trends of consumer
is a big threat so an enterprise should
always conduct research.
 They require more useful resources to
improve their performance and moral at
marketplace.
 It is extremely preferred by clients in
festive season like Diwali, Christmas,
Rakhi and many other.
 Large number of inventions in their
chocolates products are happening, so it
is a best opportunity and chance to
make quality and new goods.
 They can also exists with different
variety of new chocolates i.e. sugar
free.
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Marketing objective: It is another part of the marketing plan which identify the
marketing objective of company. Main motive of Cadbury is to attract various number of person
by providing quality chocolates (Pike, 2015). Along with them, manager conduct research
secession to identify needs of audience. Such objectives analysis entire motive of company in
order to increase turnover.
Competitors analysis: It is an another part of situational analysis which define the
business position in marketplace. There are large number of competitors of Cadbury such as
Mars, Hershey's Nestle etc. All these business are deals in same products so it is known as
competitors.
Segmentation, Targeting, Positioning:
Segmentation Different number of individuals who purchase
chocolates products for purpose of gifting and
eating.
Targeting Cadbury mainly target families and children.
Positioning Cadbury position is well-established in all over
the glove.
Main Strategies: One of the main strategy is Ansoff matrix which is used by Cadbury in their
business operations. It is classified into four parts which are determined as below:
Ansoff Matrix Cadbury
Market Penetration Market penetration of Cadbury chocolates are
Fruit & Nut, Dairy milk, Perk and Bubbly.
Product development Product development of Cadbury chocolates is
Marvelous Creation.
Market development Candy and Eclairs are market development of
Cadbury products.
Diversification Company categorize their chocolates goods
according to flavour, quality and quantity.
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Marketing Budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial capital 7000 6000 11000 9000 12000
Investment of
finance 2000 10000 20000 24000 15000
Net Total 9000 16000 31000 33000 27000
Types of marketing
Promotion 2000 2000 2000 5000 2000
Advertisement or
publicity 4000 3000 4000 3000 3000
Direct selling 1000 1000 1000 2000 2000
Grand Total 16000 22000 38000 43000 34000
Controlling and monitoring: It is large step of marketing plan which is essential for the manager
to monitor all activities and functions in a systematic manner (Tyson, 2014). In this administrator
tries to promote their employees as per its work and performance. It is beneficial for the
enterprise to maximise their productivity and profitability in allotted time period.
13

M4 Produce detailed marketing plan for Cadbury
Marketing plan of the Cadbury analysis detail information about background, mission,
vision, objectives, SWOT and external analysis. All these are highly essential part of the
enterprise to increase their performance in competitive marketplace. Marketing plan is more
useful and valuable for an organisation to define their innovative products and services to the
customers in a systematic manner. So that accurate plan regrading marketing tools and business
information support the manager to define their position in marketplace.
D2 Design marketing plan with the use of 7Ps
In order to design an effective marketing plan which support the enterprise to apply 7P's.
It is a best and beneficial tactics for the organisation to define their all goods and services to the
clients as well as in marketplace. These are determined as below:
Marketing mix Cadbury
Product Cadbury is a famous enterprise in all over the
world that produced different variety of
products such as Perk, Dairy milk, Bournville,
Blackcurrant, Fruit and nut and many other.
Price Cadbury apply competitor pricing strategy
which is modified as per the quality and
quantity of goods.
Place Cadbury produced their all goods and services
in all over the globe. It is big strength which
show better position of enterprise in
competitive place.
Promotion In order to promote or advertise their entire
products and services to the customer's as well
as in the marketplace, they apply Taglines,
publicity, promotion, poster etc.
People In the organisation, there are various
stakeholders which aim is to achieve long term
14

goals and objectives in limited time period.
Process Cadbury follow simple and systematic process
which support the manager in order to attract
million customers towards chocolates and
others goods.
Physical Evidence Physical evidence is the main element of
marketing mix which encourage manager to
give hygienic and healthy atmosphere to the
entire workers.
CONCLUSION
From the above mentioned information, it can be concluded that marketing is valuable
part of the all organisation. It is apply be entire business to increase their performance and moral
by providing quality products at reasonable price to customers. Various types of marketing
functions applied enterprise to define their packaging, pricing, promotion and many other
elements. Organisational department and marketing are inter-linked with each other that assist in
the achievement of long term success. 7P's of marketing mix is also beneficial and valuable part
of the all organisation to introduced their goods in marketplace. Marketing plan which consists
different aspects about business information either internal and external.
15

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