Comprehensive Marketing Analysis and Plan for Cadbury

This report provides a comprehensive analysis of Cadbury's marketing strategies, functions, and plan. It begins with an introduction to marketing and its core concepts, followed by an examination of the roles and responsibilities of the marketing function, including gathering market information, marketing planning, product design, and customer support. The report then explores the relationship between the marketing function and other departments within Cadbury, such as human resources, IT, sales, operations, R&D, and production. It also critically evaluates key elements of the marketing function. Furthermore, the report analyzes Cadbury's marketing mix, comparing it with that of other companies in the same industry, and evaluates the tactics Cadbury uses to achieve its business objectives. Finally, the report culminates in the design of a detailed marketing plan for Cadbury, utilizing the 7Ps of marketing mix, which includes product, price, place, promotion, people, process, and physical evidence. The report concludes with a summary of findings and a list of references.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Roles and responsibilities of marketing function..................................................................1
M1. Duties of marketing with respect to marketing environment..............................................3
P2 Relation of roles and responsibilities with wider context of organisation.............................4
M2 Significance of inter-relationship between marketing and other functional unit ................5
D1 Critically evaluate the key element of marketing function ..................................................6
TASK 2............................................................................................................................................6
P3 Comparison of marketing mix applied by different companies.............................................6
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.........................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing is the process or activity by which interest of customer in services or products
are good. It develops the strategy that includes business development, communication and sales
techniques. It is also defined as a management process for anticipating, satisfying and identifying
the customer’s needs profitably. According to Dr. Philip Kotler; marketing is an art and science
of delivering, creating and exploring value to fulfil the requirements of a target audience
essentially. It also quantifies, measures and defines the size of marketplace and the profit
potentials (Al-Ekam and et. al., 2012). It covers different elements such as targeting,
communication, public relation and often research. This project is based on Cadbury which is a
Confectionery industry that was established in the year 1824 by John Badbury at United
Kingdom. Duties and roles of different marketing functions are determined in this report.
Various types of marketing functions and its relation with organisational department is analysed
in this study. 7P's of marketing mix which is apply by two enterprise in same industry, it is
shown in this project. Marketing plan of Cadbury which is also determined that assist in
identifying the entire information related to business mission, vision, objectives internal and
external analysis and many other.
TASK 1
P1. Roles and responsibilities of marketing function
Marketing:
It is one of the essential tools for each and every organisation to introduce all their goods
and services in marketplace. According to American Marketing Association, marketing is the set
of institution and effective process for delivering, developing, transmitting and increasing value
for clients.
Marketing functions:
It can be explained and defined as the duty of enterprise which assists to identify
effectiveness of potentially goods for marketplace and then support in its advertisement as well
(Askeland and Wright, 2013). There are different functions of marketing such as gathering and
evaluating market information, marketing planning, product designing and development,
packaging and levelling, customer support services, pricing of products, promotion, physical
distribution and transportation. All these are important and valuable for Cadbury to easily
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introduce information regarding innovative products and services in the marketplace. In the
organisation, marketing functions play a critical and vital role in the success and development of
company (Functions of marketing, 2018). There are some functions which are identified as
below:
Gathering and evaluating market information: It is the main function of marketing
which is applied by each and every enterprise in order to gather market information regarding
customer’s taste, market trends and many others (Baker and et. al., 2016). With the help of this
aspect, marketing manager easily identifies product’s quantity, price, place, tools and
advertisement, etc.
Marketing planning: In marketing, manager creates an effective plan about achievement
of long term and desired objectives of company. In order to accomplish these objectives or
targets, marketers have to design a perfect plan with regard to the production level.
Product designing and development: It is another essential function of marketing which
is used by Cadbury during the selling process. This aspect helps the business entity to design and
develop quality products.
Packaging and levelling: Main motive of packaging is to avoid damage, breakage,
destruction and many other of products during storage and transit. On the other hand, label is
also essential which is found on the goods itself. So, both are beneficial for Cadbury to attract a
large number of customers and increase their sales.
Customer support services: It is refers as the type of market. Thus, it is an important
function of managers to provide possible support to the audience (Brooks and Simkin, 2012). In
this, administrator of the business enterprise offers some services to the clients such as after sales
services, technical, credit, handling customer’s complaints and maintenance facility.
Pricing of products: With the use of this function, manager fixes their product’s price as
per the demand of market. Further, product’s price is impacted by its competing product’s price,
rate of profit, cost, government policy and many others.
Promotion: It is the foremost function of marketing which is applied by the company in
order to inform the clients about business products and services. Cadbury uses four tools of
promotion such as advertising, sales promotion, personal selling and publicity.
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Physical distributions: This marketing function deals with transferring products from the
production place to place of consumption. In order to achieve this task, manager takes an
effective decision about inventory, transportation, warehousing and many other processing.
Concept of marketing, covering future and current trends. This element includes five
major parts which are determined as below:
Production: In this concept, clients prefer goods that are generally present and
inexpensive. It is important for company to decrease their cost and increase sales in the limited
time period.
Product: In this, customers favour goods that gives the most quality, new features or
performance. This concept mainly believes in the audience and it tells the clients are loyal if they
have maximum choice of goods or the acquire more advantages from the business products.
Selling: Clients will purchase goods and services only if an organisation aggressively
advertises or sells these commodities (Burke and Friedman, 2011).
Marketing: In this concept, manager mainly emphasises on the wants or needs of target
market. Further, company chiefly believes on attracting a large number of the customers towards
quality goods.
Societal marketing: It is also an important concept of market which assists the
administrator to identify basic wants and requirements of target audience.
M1. Duties of marketing with respect to marketing environment
Marketing is an important tool for each and every firm to attract large number of
audience towards quality products. The roles and responsibilities of marketing with regard to
environment are determined as below:
Market strategies: In this, requirement of administrator is to identify the needs of target
market and give their commodities accordingly.
Marketing information system: This tool provides entire data regarding product,
implementation, controlling and planning of marketing schemes.
Monitoring and controlling of marketing environment: Role of marketing is critical in
the identification of advanced development in the environment (Campbell and Martin, 2015).
Such kind of improvement gives constructive outcomes for the product alteration.
Marketing research: It is the major part of marketing which consists of specific
understanding of product, customers’ needs and price.
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Market segmentation: In this, Cadbury requires proper segmentation or classification
which are offered by the marketing manager. It assists the administrator in understanding of
customer’s basic needs.
P2 Relation of roles and responsibilities with wider context of organisation
Cadbury has different department which play vital role in the success and growth of
company. Main responsibility of each and every division is to accomplish primary and long term
objectives of business in allotted time period. All these are possible with the help of marketing
functions because without this, they can not introduce their innovative goods in marketplace
(Cavusgil and et. al., 2014). Thus, it said functions of marketing and department of organisation
are interrelated with each. Better relation assist the manager to attain their predetermined targets
and maintain better connection with customers. There are some departments and their
relationship with marketing functions are determined as below:
Relationship between human resource department and marketing functions: HRD is a
main department of the company because it play essential role while selecting talented
candidates. In the business without this division, manager can not hire knowledgable employees.
Functions of marketing is also beneficial for the enterprise to attract pool of workers. Without
marketing function, human resource development department can not invite large number of
persons. Thus both are interrelated with each other and have specific motive to achieve desired
objectives of firm.
Interconnection between marketing function and Technological department: IT
department also main part of the firm because they play essential role in designing, supporting
and keeping infrastructure of information technology. This division help the manager to develop
business growth and success in competitive place. These objectives can not achieved without
marketing functions (Chamorro-Mera, Miranda and Rubio, 2014). It is important tool for the
business entity to identify their innovative technology to the each and every employees. Further
they are understand regarding advanced technology so that they can easily accomplish business
goals.
Inter-link between marketing function and sales department: Role of sales manager is
to determining and organising prospects, closing deals, delivering sales presentations and
maintaining existing clients relationship effectively. On the other side, marketing manager play
vital role in attracting and maintaining long-lasting relationship with customers. In this different
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kind of promotional mix are highly essential for the Cadbury to deals with audience basic needs
and requirements. Thus, sales department and functions or marketing are interrelated with each
other.
Relationship between marketing function and operational department of Cadbury: It is
refers to the administration or management of company practices in order to develop highest
effectiveness and efficiency level. It is mainly related with converting labour and raw material
into goods. So in the organisation this department has various duties and responsibility to
transfer their products from one location to another place (Cooper, 2013). In order to located
products,, marketing manager play vital role for providing different facilities such as
transportation, warehouses, packaging, distribution and many other. Thus, it can be concluded
that operational department and marketing functions are connected with each other.
Connection between marketing functions and research and development department:
R&D is a main department that play important role in conducting research programs. Main
purpose of this division is to identify basic needs and wants of customers about business goods
and services. All this are can not possible with the help of marketing function. It is essential for
the manager to apply primary and secondary method of research. This investigation includes
questionnaires, survey and many other aspects. So it can be concluded that research and
development department can not work without marketing functions.
Inter-link between functions of marketing and production department of Cadbury:
Main function of this department is to convert inputs into completed outputs due to a production
process. In this production manager is liable for maintaining raw material sources effectively.
Main role of this division is to enhance the efficiency and effectiveness of the production in a
systematic manner. Therefore, these are can not possible without function of marketing. In this
marketing manager play vital and important role for providing entire information about sources,
factors, pricing strategy, place and many other data to the customer's and in the marketplace.
M2 Significance of inter-relationship between marketing and other functional unit
In Cadbury, there are different department such as human resource development,
information technology, operational, production, sales and many other division, all these are
plays essential role in attracting large number of the audience (Cua, Reames and Chai, 2013). In
order to achieve long term goals and maintaining long-lasting connection with clients, marketing
manager play significant role by providing quality products, various promotional tools and other
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aspects. Therefore, it can be concluded that all departments and marketing functions are
interrelated with each other and have duty to accomplish long term objectives of organisation.
D1 Critically evaluate the key element of marketing function
According to the Malhotra, (2013) Marketing functions are important for the all
department of the company. Without this function, business entity can not attain desired
objectives. There are certain functions of marketing such as distribution system, advertising,
promotion, finance and many others. There are some key elements which are described as below:
Research or investigation: In the Cadbury market research is very essential part of the
marketing function (Desai, 2013). This elements help in gathering essential and necessary
information about market trends and customer needs.
Strategy or scheme: After completing investigation entire data accordingly achieved. It is
beneficial for the enterprise to identify strength and weakness of business operations. This
strategies give essential direction for engaging with the forceful market and develop in the
environment.
Planing: It is also important function of marketing which is follow by the Cadbury in
order to involve distribution channel, communications, financial planning and forecasting of
turnover. In this planning department of the enterprise is apply a particular framework to plan an
effective strategies for turning business goals into success.
Tactics: It is refers as long and short term action plans which are formulated to invite the
target market (Dibb and Simkin, 2013). In this Cadbury provide different services to the
customers such as discount, coupons and many other.
TASK 2
P3 Comparison of marketing mix applied by different companies
Marketing mix: It is a best tool and set of action which are used by the enterprise in order
to promote its product and service quality in marketplace. It includes 7P's such as product, price,
place, promotion, physical evidence, people and process. All these are essential part of the
marketing mix which assist in attracting large number of target audience.
There are two two firms such as Cadbury and Mars, both are belongs in same industry
and apply marketing mix. This elements is very essential for the organisation to innovate their
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chocolates and variety of different products (Marketing Mix, 2018). Comparison between 7P's of
marketing which is follow by Mars and Cadbury are as below:
Illustration 1: 7P's of marketing mix
(Source: Marketing mix of Cadbury, 2018)
Marketing Mix Cadbury Mars
Product Cadbury is a famous and
popular organisation in all
over the world. Company
produce different products
such as Bournville, Dairy milk
fruit & milk, Perk, Five star,
Oreo, Brunch Hazelnut,
Blackcurrant mini rolls and
many other. All these
Mars is known for its
confectioneries and chocolates
products. They has six
segments of goods such as
Wrigley, Drinks, Food,
Petcare, Symbioscience and
chocolates. In the chocolates
brand, business offers 29
products namely Snickers,
7

chocolates are available as per
the demand of customers.
M&M'S, Dove, Twix candy
and many other.
Price Chocolates priced are fixed as
per the product quality or
quantity. Bournville product
price are high as compare to
Eclairs, Perk and other goods.
Pricing strategy of business
product is depends in package,
competition and demand. Price
of the products are different
according to goods quality or
quantity.
They apply Mid-premium
pricing strategy which is
beneficial for business to
attract various number of
customer. Price of the all
products are different as per
the quality and quality. So it is
beneficial for the industry to
maintain long-lasting
relationship and loyalty with
customers.
Place Cadbury chocolates are present
in all over the globe. These are
available in rural and urban
areas. Image of the company is
good in the customer's mind
and in the marketplace. They
produce their products in more
than 250 countries.
Main headquarters of the
company in New Jersy, United
State. The business has
distributed its segments in
various states which assist in
targeting the potentials
audience as per the Geographic
and demographics.
Promotion They use different promotional
strategy which is complete
with the use of online,
newspapers, posters, radio,
television and many other
ways. “Kuch meeta ho jai”, it
is a taglines which is highly
attract customers to buy
chocolates.
Company use various kind of
promotion channel to promote
their chocolates and many
other goods in market. Tagline
of the Mars is a “day helps you
work, play and rest”, it is
attractive in nature. They also
apply slogans, taglines to
position its brand in the
8

marketplace.
People In order to established brand
and image in competitive
marketplace, people plays an
essential role. In the business
there are various person that
require higher training and
development which is
provided by the manager
effectively.
In an organisation, there
different employees which are
work to accomplish long term
goals of the company. Main
role of the people to provide
quality products and services
to the clients at affordable
price.
Process Cadbury maintain all records
of entire process and give
quality products and services
to the customers at affordable
price. In order to provide
products to end user, Cadbury
use effective and essential
process which help in
maximisation of sales and
revenues.
It is very essential and
significant part of the
marketing mix which is apply
by the Mars in manufacturing
their chocolates as well as
providing to the end user in a
systematic manner. With the
use of accurate process,
business entity easily attain
desired objectives.
Physical Evidence Cadbury maintain all record
and data of experience which it
is acquiring by purchasing
behaviour of clients and
physical questioning. It
provide guidelines and
direction regarding the goods
or services they are buying by
providing them pamphlets and
brochures.
It is refers as a direct Sensory
experience of a service or
goods that qualify a client in
order to evaluate whether she
or he has accepted value.
Mars chocolates products
contains internet pages
websites and paper packaging
which service user can
experience.
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M3 Evaluate different tactics chosen by Cadbury to achieve business objective
7P's of marketing mix is an effective tactics which is used by the Cadbury in order to
promote their goods and services in market (Forshier, 2012). With the use of this tool business
entity easily maintain long term connection with customers. It also assist them to achieve desired
and predetermined objectives in limited time duration. It is important for the enterprise to attract
million number of the clients and keep all records about market information and customer's need.
TASK 3
P4 Marketing plan for Cadbury
Marketing plan: This plan show the overall progress and success of the enterprise. It is a
blueprint which is use by the company to outline their marketing efforts for the upcoming time.
It is very important for the organisation to determined their all activities in a detailed manner.
There are some elements which are includes in marketing plan are as below:
Background of Cadbury: It is an confectionery organisation which provides different
chocolates products to the clients at reasonable price (Hauer, 2011). This business was
established in 1824 by John Cadbury at UK. In company, more than 71,675 workers are work in
accomplishing predetermined goals of the firm.
Vision: Vision statement of the Cadbury is equitable society, peaceful and free from
favouritism and based on the values of social justices.
Mission: Mission statement of the Cadbury is very simple, it is a better quality which is
promise of business. Image and reputation of the organisation is make upon its quality.
Objectives: Main motive of the Cadbury is to attract different number of customers by
providing quality chocolates. Several other objectives of an enterprise are described as below:
 Maximise sales and revenues.
 Attract million number of clients by giving quality products. Maintain loyalty and long term relation with customers.
SWOT Analysis: It is an important and beneficial tool which is used by the all enterprise to
identify different opportunities and threats in marketplace (Hughes, 2011). With the help of this
techniques they also define their weaknesses and strength which is important for the customers.
There are four elements which are includes in this such as:
Strength Weaknesses
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 Well established and famous brand.
 Maximum number of market share 80%
 Aggressive marketing
 Product price are depend on quality and
quantity of products.
 One of the main weakness is dental
issues with consumption of chocolates.
 Lack of penetration in rural area.
 Other challengers have good
international experience.
Threats Opportunities
 Entry of host country brands.
 Obsession with calories.
 Negative promotion/publicity
 Budget limitation
 Maximise market share through
targeted acquisition.
 Maximise globalisation acceptance.
 Enhance customer engagement
Marketing objectives: Main motive of the enterprise is to conduct research and investigation
program. During the process they can easily identify market trends and customers requirement
regarding product quality (Hugos, 2011). Marketing objectives is define the overall aim of
business to increase sales or revenues in limited time period.
Competitors analysis: Cadbury is a well established and famous organisation in all over the
world. In the marketplace, business has different competitors such as Nestle, Hershey's, Mars
and other. All these are belongs in same industry and provide similar goods to the customers.
Segmentation, Targeting, Positioning:
Segment Large number of the persons who buy
chocolates for eating and gifting.
Target Group Target group of the company are children and
families to three class such as middle, lower
and upper.
Positioning Positioning of the Cadbury is very good in all
over the world.
Main strategies: Cadbury apply Ansoff matrix which is essential for them to achieve
long term goals (Jain, Ahuja and Medury, 2013). It covers four elements which are described as
below:
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Ansoff Matrix Cadbury
Market Penetration There are certain examples of market
penetration like Fruit & Nut, Bubbly, Perk and
Dairy milk etc.
Product development It is essential way for the organisation to
develop their goods and services in
marketplace. Product development of the
Cadbury is Marvelous Creation.
Market development It is important part of the business
development. With the use of this aspects
company diversify their products in
marketplace. Market development of the
Cadbury is Candy Eclairs.
Diversification In this Cadbury classify their chocolates as per
the quality, quantity and flavour.
Diversification of the Cadbury product is
Gums.
Marketing budget:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial capital 5000 5000 13000 9000 10000
Investment of
finance 12000 24000 30000 11000
Net Total 5000 17000 37000 39000 21000
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Types of marketing
Promotion 3000 3000 3000 3000 3000
Advertisement or
publicity 5000 5000 5000 5000 5000
Direct selling 2000 2000 2000 2000 2000
Grand Total 10000 10000 10000 10000 10000
Controlling and monitoring: It is identify as a last step of marketing plan which is important for
the manager to do all activities systematically (Lane, 2014). In this phase, manager of the
organisation maintain all functions and operations in an easy manner. Administrator of the
Cadbury apply advanced technology in order to maintain their daily expenses.
M4 Produce detailed marketing plan for Cadbury
Marketing plan of the enterprise assist the business entity to innovate their all details in
planned manner. It is important part of the business development and progress. In this plan
different elements are includes such as background, objectives, mission, vision, STP, Internal
and external analysis (Lipsman and et. al., 2012). So that this plan is beneficial for the firm to
maximise their sales and revenues in limited time duration.
D2 Design marketing plan with the use of 7Ps
7P's of marketing mix is a part of marketing plan which is essential for the company to
provide all details regarding business products, place, process, promotions, physical evidence,
people and process. All these are described as below:
7p's of Marketing Mix Cadbury
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Product There are different products which are
produced by Cadbury such as Bournville,
Dairy milk fruit & milk, Perk, Five star, Oreo,
Brunch Hazelnut, Blackcurrant mini rolls and
many other
Price Price of the Cadbury products is different as
per the quality and quality. It is essential for
the company to attract large number of the
customers towards business products.
Place Product of the company is available in all over
the world. It is identify the good position of
business entity worldwide.
Promotion It is essential part of the 7P's which is apply by
the each organisation to promote their all
chocolates in marketplace. In this Cadbury use
publicity, Tagline, poster and many other.
People Large number of the person who indirectly and
directly effects the detected value of service or
products, including employees, consumers,
management and workers.
Process It is effective element which is apply all
business to produce their goods to the end user
in a systematic manner.
Physical Evidence It is also significant part of the enterprise, in
this business entity provide healthy and
friendly work environment to the employees.
CONCLUSION
As per the above mentioned report, it can be concluded that concept of marketing is
valuable for the firm to attain their predetermined goals. Roles and responsibilities of marketing
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function which is foremost part for the enterprise to maintain product quality, keep customer
loyalty, achieve long term goals and many other. All these are possible with the support of
organisation department because they are capable to do all activities effectively. Marketing is is
very essential element for the organisation because with the help of this tool they can easily
innovate their entire goods and services in market. This aspects is apply by all organisation to
increase their sales or revenues in limited time duration. Company use various tactics which
support in the growth and development of business operations and activities. Another tool is
marketing plan which is prepared by the business with the aim of defining their all information
like SWOT, STP, Competitors, visions, mission, objectives and many other parts.
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