Marketing Essentials Report: Cadbury Ltd and Marketing Tools

This report provides a comprehensive analysis of the marketing strategies employed by Cadbury Ltd. It begins with an executive summary and table of contents, followed by an introduction that highlights the importance of marketing in a competitive market. Task 1 explores the chief duties and functions of a marketing department, emphasizing the importance of customer-centric approaches and market analysis. The report uses Cadbury Ltd as a case study, detailing the company's approach to launching a new product, Mocha Choco, in the Australian market. Task 2 focuses on business objectives and the marketing mix, specifically the 7Ps of marketing, and compares Cadbury's strategies to those of competitors like Hershey's and Nestle. Task 3 delves into the evaluation of a marketing plan, including situational, PESTEL, STP, and SWOT analyses, as well as budget considerations and monitoring and controlling mechanisms. The report concludes by summarizing the key findings and providing a reference list.

MARKETING ESSENTIALS
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Executive Summary
This report discusses the essential techniques and strategies implemented by the marketing
department of certain organisations to derive productive outcomes. It explains the various tools
that are incorporated in the marketing process to ensure the positive and sustainable growth of
the organisation. By taking Cadbury Ltd as an example, the implication of tools like SWOT,
PESTEL, and 7Ps of marketing is explained in details. It is further explained how these tools
can be helpful in the
The findings of the report show that these tools can be effective in evaluating the position of the
organisation in the competitive market. The report further analyses how these tools can provide
any organisation with a competitive edge to the organisation efficiently.
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Table of Contents
Introduction....................................................................................................................................4
Task 1: LO1...................................................................................................................................4
1. Chief duties and functions of the marketing department [P1].................................................4
2.2 Duties and functions of marketing department in influencing the organisation on a broader
basis [P2].......................................................................................................................................5
Task 2............................................................................................................................................7
2.1 Business Objectives................................................................................................................7
2.2 Marketing Mix..........................................................................................................................7
2.3 Comparison of 7Ps..................................................................................................................8
Task 3: LO3 Evaluation of Marketing Plan....................................................................................9
3.1 Situational Analysis:................................................................................................................9
3.2 PESTEL Analysis for the confectionery market in the Australia:.............................................9
3.3 STP Analysis:........................................................................................................................12
3.4 SWOT analysis......................................................................................................................13
3.5 Budget...................................................................................................................................13
3.6 Monitoring and controlling.....................................................................................................15
Conclusion...................................................................................................................................15
Reference List:.............................................................................................................................16
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Introduction
In the present world of a competitive market, no product can increase its success rate without
applying an effective market strategy. An organisation must be familiar and implement certain
marketing essentials in order to attract the attention of consumers. In the present report, a
descriptive discussion is made elucidating the significance of marketing role and its
interconnection with the other operational departments of an organisation. Also how the
responsibilities and duties of marketing influence the broader organisational system. The next
factor shows the comparison strategies with the other companies regarding the application of
the 7ps of the marketing mix in order to fulfil all the objectives of a business. The third point
deals with the impacts of macro and micro elements of the environment on the functions of
business. All these have been sketched emphasising on the formulation of a market plan that
will help Cadbury Ltd to make its new launching product Mocha Choco a success.
Task 1: LO1
1. Chief duties and functions of the marketing department [P1]
In the present competitive market world, being able to create a quality product is not the only
major factor which ensures the widespread popularity of the product as well as the company. A
company must be equipped with a strong marketing department whose chief responsibilities are
strategizing ways to make a product gain its popularity among consumers, developing a healthy
relationship between the company and buyers and much more. As observed in the given
scenario, the current marketing trend has become increasingly customer-centric, emphasising
more on the demands and interests of buyers. Customer marketing managers conduct
marketing teams and organise various marketing campaign making value for the buyers to gain
value from the same in return. In the present market world, comprehending the market
condition, consumer requirements and their interests, establishing a positive relationship
between the company and customers, organising value making marketing measures and events
focusing consumer interests are very essential. These helps a company to acquire customer
value in the form of increased sales, customer adherence and profits (Ho, 2014, p.6450).
Cadbury has planned to launch a new product Mocha Choco in the Australian market. Although
this company has gained much reputation among the Australian consumers, yet it has to
perform certain functions to ensure the successful launch of its new product. Before launching
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any new product it is necessary to conduct a detailed market analysis by conducting surveys
with the help of sales department and online social media sites. One must be aware whether
other companies are making similar kind of products and if yes then how can Mocha Choco
stand out from its counterparts (Baines et al. 2013, p.456). Also, know the current trend and
taste of consumers, what do they prefer and demand most. It is known to all that a brand name
resembles and signifies the genuine essence of its products and this is created by how the
consumers perceive the product of the brand. The responsibility of thinking and creating the
perfect image of the product and its brand name resides in the hands of the marketing
department. This leads to the third function of marketing. Be creative and innovative is the key
to achieving success. The marketing team must think of ways to make its product seem different
and exclusive. The next function is making materials that will help in the promotion of the new
product. This can be by organising and hold different programs and events, offering various
discounts and offers during festive seasons and so on. In order to make Mocha Choco a
success, the marketing department of Cadbury must make materials that emphasise the chief
product and its speciality.
The marketing team is also given the responsibility of creating content for the SEO or search
engine optimisation that can enhance the popularity of the product's website. Also, the major
section of Australian citizens uses the facility of social media sites, hence having accounts in
various popular online platforms like Facebook, Twitter, and YouTube which can be effectively
used for the online promotion of the new product. Managing the web pages, interacting with the
customers, answering their queries, receiving feedbacks, updating the pages regularly with new
contents apart from communicating with the internal employees are all managed by the
marketing unit (Luo et al. 2015, p.98).. Other marketing units are also responsible for observing
the various agencies and external vendors. Last but not the least, like every other department, it
has to make a specific budget plan for the current as well as the coming year in order to achieve
long-term success rate.
2.2 Duties and functions of marketing department in influencing the organisation
on a broader basis [P2]
It is a widely acknowledged fact that in order to run an organisation in a proper and
systematised manner, proper positive cooperation between every department of the
organisation is a necessity which involves trust, communication, and discussion among the
varied units. Some of the crucial functions like conducting market research, events and
promotions, communicating with the consumers are done by the marketing team of the
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company. However, the duties and roles performed by this team are far more extensive and
comprehensive in the field of structuring a broader picture of the organisation (Brady, 2014,
p.6867). As mentioned in the given scenario, today's market world has become increasingly
consumer-centric, concentrating on establishing a direct relationship with the consumers, thus
helping in the establishment of the organisation to fulfil its larger objectives.
Cooperating with the other departments like the production team, finance team, HR team is an
essential function of the marketing department for this process. Doing market research, making
effective and innovative strategic plans for the organisation is one of the chief function of the
marketing department. This department along with the other units of the organisation after
careful consideration of the current market trend are responsible for planning and deciding the
different budgets which decide the expenses and allowances of the company.
Creating new ideas to promote a new product and making them a reality to attract consumers
as well as making them conscious about the company lies in the hands of the marketing
section. This helps the company to achieve recognition and reputation among the consumers
which in turn increases the sales rate and helps in earning more profit (Baines et al. 2013, p.54).
Another responsibility of the marketing department is the process of telemarketing which greatly
impacts the organisation on a broader basis. Receiving calls, answering queries and
complaints, fulfilling deliver requests, promoting a new product lies in the control of the
marketing section. Fulfilling and satisfying the customer requirements and demands helps much
in the development of the company. It is undoubtedly accepted that for a company to have its
own brand name is simply a necessity.
The process of creating, developing, making consumer’s conscious of the brand value resides
in the hands of the marketing department. Making intriguing templates, images, messages
which best expresses the essence of the brand, lies in the hands of the marketing team. This is
essential because if consumers are not aware of the brand value then they usually do not prefer
to buy the product in spite of its good quality. Maintaining steady connection with outside or
foreign agents, dealers regarding the product requirements, demands, sales and observing the
entire process by keeping a constant connection with them is also an important function to gain
a strong place in the outside foreign market. The responsibility of this function is also handled by
the marketing department (Santos and Laczniak, 2015, p.23).
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Task 2
2.1 Business Objectives
Every business organization lays down it certain objectives to accomplish within a decided time.
The objective of every business differs from the other. There are various reasons on which
these objectives are based. The objectives are usually based on the profitability, productivity,
customer service, growth oriented are few of the examples
Cadbury Limited has also set its business objectives like other organizations:
 To become world's biggest and best confectionery
 To increase its growth in context of sales
 To increase its quality parameters of the products provided
 To diversify in a wide range of products in the market
2.2 Marketing Mix
Cadbury has used the 7 P's of the marketing to fulfil its business objectives
Product: Cadbury has always designed its products as per the taste and needs of the
consumers. This helps Cadbury to achieve its sales target (Cadbury Australia, 2016).
Price: All the products of the Cadbury are always been known as value worth for money. This
helps the company to sustain the profits in the longer run.
Promotion: For the promotion of its products, Cadbury has always used all the modes of
communication. It has done promotion through the newspapers, magazines, television, boarding
etc.
Place – All the Cadbury products are easily available in all the leading stores across the globe.
Even in Australia Cadbury has set up its own company owned outlets.
People – For any organization to be successful, the people are considered as their assets.
Thus, Cadbury is always filled with talented, skilled chain of people (Cadbury Australia, 2016).
Process – All the Cadbury products are delivered to consumers via the supermarkets, retail
stores and even some of the company-owned stores depending upon the purchases made in
retail or in bulk.
Physical Evidence – Cadbury sales and popularity can be very well stated through its large
physical availability of the products easily in all the cities towns across the globe (Cadbury
Australia, 2016).
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2.3 Comparison of 7Ps
There are various competitors of Cadbury that exist in the Australian market are named as
Mars, Hershey’s, and Nestle.
Thus in the report, a detailed comparison has been done in respect to the 7 marketing P's of
Cadbury and Hershey's:
7 P’s Marketing Mix Cadbury Nestle
Product Cadbury offers a wide
variety of the products it
offers that are chocolate,
candy, drinking chocolate,
gum products.
Nestle has diversified the
range of products which
constitutes of milk and milk
products, cooking aids,
beverages, and chocolates.
Price Cadbury has always set its
price as pocket-friendly for
all the consumers.
Nestle, pricing strategy is
comparatively higher as
compared with Cadbury,
especially in the chocolate
segment.
Promotion Cadbury has always
promoted all its chocolate
products very well.
Nestle beverages are bit
famous with the promotion
as compared to the rest of
the products.
People Cadbury is surrounded with
the skilled and diversified
set of people across the
globe.
Nestle also has a proper set
of people network to work
with.
Place It is easily available in all
the leading and small
supermarkets in the entire
Nestle is also easily
available but its chocolates
are not been easily
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Australia and even the rest
of the globe
available in small stores as
compared to Cadbury.
Process Cadbury has used proper
hygiene methods to ensure
all its products bear the
highest quality standards
set by the confectionary
industry.
Nestle products are also
gone under proper hygiene
and quality checks (Slack,
2015, p.75).
Physical Evidence It can be stated well as all
the products of the Cadbury
can be easily seen in the
hands of the consumers.
Nestle products mainly
beverages and milk
products are widely and
easily available.
Task 3: LO3 Evaluation of Marketing Plan
3.1 Situational Analysis:
Cadbury Limited presents its marketing plan as it is looking forward to launching its new product
in the chocolate segment. The product it is coming with is named as ‘Mocha -Chocó’. As the
name suggest it is the chocolate with the coffee filling in it. It is specially designed for all the
coffee lovers across the globe. Cadbury is about to launch its new chocolate in the upcoming
next month January 2017.Being a new year and festive season the chocolates are consumed
the most. Thus to attract the consumers for its new product, it is all set to make its first launch in
Australia.
3.2 PESTEL Analysis for the confectionery market in the Australia:
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Political There are various political factors are to be considered for a launch of
any product .There are various laws such as the law related to labour
workforce, tax laws in all different countries are different. Cadbury in the
Australian market has adapted it is all the political factors for its success
market share over there.
Economical Change in economic conditions also affects the Cadbury sale. Despite,
of the recession times still Cadbury was able to make the profit across
the globe. However, its profit margin and sales both were low. Especially
its chocolate segment, due to its low pricing strategy has never faced the
crisis.
Sociological All the products of the Cadbury are socially accepted worldwide and
loved by the people in masses. Thus, it is looking forward to introducing
its Mocha Chocó keeping in mind for all the coffee lovers in Australia.
However, some of the social factors have become concerned about the
Cadbury .the factors such as health factors, people more concerned with
their obesity. Therefore, this Mocha flavour launch can reduce its effect,
as it will be using less fat content.
Technological Cadbury has always used its updated technology for all its products.
Even for the Mocha Chocó launch, it has used the latest Australian brew
machines and the finest quality of the coffee beans and cocoa gains
from the best farms produce available across the globe.
Environmental There are various environmental factors, which are always a matter of
concern for every organization. Cadbury has also gets affected due to
the environmental factors. As per Australian people are more concerned
with the animal usage, therefore Cadbury has ensured that no animal
cruelty has been done for the making of any of its products.
Legal As per the legal factors are concerned, Cadbury has always, maintained
peace and harmony with all the nations and their legal laws in the
countries in which it trades.
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As we have seen how well the Cadbury is able to do the entire PESTLE analysis of the
marketing as per the industry of the food confectionary. Cadbury has considered well all the
factors related to the Pestle. In the entire Australian market, Cadbury has launched various
products in the past.
Figure 1: Pestel Analysis
(Source: Created by Author)
Kraft Foods Ltd was a leader in the Australian market in the chocolate segment through its
leading products such as Cadbury Bubbly, Cadbury Dairy Milk. The entire market covered by
the Cadbury comprised of 39% market. Based on this tremendous response from the Australian
market the Cadbury is launching its Mocha Chocó initially in Australia then as per response will
move further across the globe (Cadbury Australia. 2016).
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3.3 STP Analysis:
Market segmentation is studied through the help of the STP analysis, which comprises of
Segmentation, Targeting, and Positioning of the consumers as per the company requirement
(López-Calleja et al. 2015, p.116).
Segmentation: The segmentation usually covers three categories like demographic,
geographic, and psychographic. Elfenbein et al. (2015, p.92) have stated that the demographic
segmentation divides people based on their income class. Therefore, Cadbury targets all the
lower, middle class and the upper middle-class income people. As the pricing of the products
done by the Cadbury are based on the income class of the people. In geographic
segmentation, the division is usually done on the geographical basis. The requirement of the
products and the availability both are differentiated on the geographical boundaries of the
nation's (Mulinge, 2015, p.87). For example, people at some locations prefer dark chocolate
more whereas others might prefer white chocolate. Cadbury has a wide network that is
accepted all over across the globe. At present, the product will be covering entirely Australia
then will move to the neighbouring countries. Further, in the psychographic segmentation all
the requirements, taste of the consumers have always been considered.
Targeting: Cadbury has always targeted its consumers widely as its huge diversification of
products, which it manufactures and is easily available across the globe. For its new product
Mocha Chocó, it has already kept the target of consumers in Australian market divided as the
middle class and the upper middle class.
Positioning: Cadbury positions itself in the market for both middle and upper middle-class
consumers in the lead with its Mocha Chocó. The major competitors of Cadbury are Nestle,
Mars, and Hershey
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