Cadbury Marketing Plan: Roles, Inter-relationships, and Analysis

This report delves into the marketing function of Cadbury, a British multinational confectionery company. It begins with an introduction to marketing, highlighting its importance in modern business and its role in influencing consumer behavior and market share. The report then examines the key roles and responsibilities of the marketing function within Cadbury, including market information gathering, planning, consumer support, promotional activities, and relationship management. It also analyzes the inter-relationships between the marketing department and other departments such as customer service, human resources, finance, administration, research and development, and production. The report further explores how Cadbury applies the marketing mix (product, price, place, promotion) to its market planning and concludes with an evaluation of a basic marketing plan for Cadbury, providing insights into its strategies for achieving its goals and objectives in a competitive global market. The report emphasizes Cadbury's focus on understanding market dynamics, consumer needs, and building effective communication channels.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 The key roles and responsibilities of marketing function for Cadbury.................................1
P2 Marketing inter-relationship with other departments in organisation....................................4
TASK 2............................................................................................................................................7
P3 The ways in which different organisations apply the marketing mix to the market planning
.....................................................................................................................................................7
P4 Produce and Evaluate a basic marketing plan for Cadbury.................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing refers to a process that is conducted for advertising and promoting
organisation and its products in between consumers. There are various types of methods and
techniques that are there in the marketing discipline which are used by managers in different
organisations for ensuring higher marketing share and consumer base. It assist managers in
conducting research and analysis of data that can be used for enhancing their ability to formulate,
implement and update strategies as per market dynamics (Al-Hasan, Thomas and Mansour,
2016). It has become one of the most important function in business activity as majority of the
organisations focus on influencing consumers with the aid of marketing. As stated by American
marketing Association, there are many activities that are organised by companies and different
process are established for communication as to deliver higher level of value to partners, society
and consumers. This report is based on Cadbury which is a British multinational confectionery
organisation. It utilised its marketing function in a direction that assist it in achieving its goals
and objective of being a global player. It will be analysed as to how company utilises its
marketing mix as to make a more effective marketing plan. There are different ways in which are
used for preparing company marketing mix for gaining competitive advantage over its
competitors.
TASK 1
P1 The key roles and responsibilities of marketing function for Cadbury
The concept of marketing states about different methods which can be utilised for
influencing consumers mind set and increase the sales of company. Today this function is used
for enhancing organisation ability to interact with different market forces more effectively
(Babin and Zikmund, 2015). There are various roles and responsibilities that are performed by
marketing function in Cadbury for ensuring that all resources are utilised in a more feasible
manner. It also assist company in developing a effective marketing plan that is based on four
elements:
 Product
 Price
 Place
 Promotion
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The main objective of employing marketing as a tool is that it attracts more consumers
towards organisation products and services as well as it assist in increasing market share of
company (Blythe, 2012). There is years of evolution process that took place which made
marketing a effective tool. The image below states about various concepts or phases which made
marketing more effective:
 Production concept: The managers in organisations used resources as to enhance
concentration of resources in manufacturing homogeneous goods that were inexpensive
in making and were consumed by maximum consumers.
 Product concept: This describes about an era where manufacturers thought that customers
consume those products that have higher level of value, equity and performance at lower
cost or rates (Braslow, 2015). There was constant changes that were taking place in the
products of company as to keep consumers interested.
 Selling concept: This is a era where manufacturers believed that they have to sell goods
and services at any cost. They used ethical as well as ethical methods for increasing their
sales of products.
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Source 1: Marketing Management Philosophies, 2017

 Marketing concept: This concept came into being in late 1980's when organisations
shifted their focus on consumers needs (Brooks and Simkin, 2012). They tried to produce
and sell products that were high in demand and provide higher value to consumers.
 Societal concept: This concept this presently being used. Companies evaluate all the
market factors as to to produce goods that solve major issues in a most effective manner.
All the plans and procedures are prepared after analysing market dynamics so that all
issues faced by consumers can be addressed in a proper manner.
Cadbury is a multinational confectionery organisation that is owned by Mondelez
international since 2010. It is the world second largest confectionery brand in the old that is
followed by Wrigley's. Currently company is operating in more than 50 countries and it is a well
recognised global brand. The most famous product of organisation is Dairy Milk chocolate that
is sold in different quantity as well as quality in various countries. It has become a icon for
Cadbury. The company is more than 193 years old (founded in 1824). The organisation puts
special focus on its employees and it currently employs more than 71,000 people. The firm is
well known for its marketing as well as HR policies, which have enabled it in having most
qualified and effective workforce.
The marketing function in Cadbury assist in maintaining as well as enhancing the
productivity and profitability of company. Its aids other departments in company by providing
them crucial data about various market trends that can affect its working capability. Also it
enables managers in formulating different strategy as to register higher growth rate (Campbell
and Martin, 2015). There are various roles which are fulfilled by marketing function in Cadbury.
The fulfilment aids organisation in achieving its goals as well as objectives in a more effective
and efficient manner. Also the marketing function is responsible for installing a good image in
the mind of consumers. The various roles and responsibility it has in Cadbury are as follows:
 Collecting market information: This is the prime task of marketing department. It has to
gather information regarding various factors that are dynamic in nature and provide this
data to various departments of organisation. This is also known as marketing intelligence.
It assist managers in formulating and implementing plans and strategies in more effective
manner. Also organisation is able to overcome issues and problems in efficient way.
 Market planning: The managers of marketing department plans as per the changes in
market and ensure that company is able to target all individual in a proper manner.
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 Support and other services to consumers: The department ensures that the interaction
level of company with consumers is high and it is able to sort out issues which are faced
by end users as to boost satisfaction level.
 Promotional activities: there are various advertisements that are prepared by marketing
managers as for setting a good image in the mind of consumers.
 Establishing internal and external communication : The marketing department is
responsible to establishing effective internal as well as external communication
department that will ensure that all involved parties are informed in a proper manner.
 Relationship management: This is a task that has been given to marketing department. It
tries to maintain and establish relationship with various consumers who use organisation
products and services (Cua, Reames and Chai, 2013). It also cater to the doubts of those
who are interested in the various activities of organisation.
There are different roles and responsibilities that are performed by marketing department
for ensuring higher level of productivity and profitability. There are various methods and tools
that are utilised by managers of marketing department for enhancing capability of overcoming
uncertainties. It forecast that enables managers in formulating more effective plans a procedures
for organisation.
P2 Marketing inter-relationship with other departments in organisation
There are different functions that are there in Cadbury which are aided by marketing
department. It is the responsibility of marketing manager as to make sure that all departments
and their task are aligned in a proper manner (Draelos, 2010). Also he assist top management in
making a flow chart that will enable everyone to utilise various information in a effective
manner. There are different benefits of this, such as, the organisation is able to identify and grab
different opportunities that are present in market. Establishment of inter-relationship also enables
company in gaining competitive advantage by making its process more efficient and effective.
The marketing department is directly engaged in formulating plans and polices for company
products and services. It is the one that introduces changes and assist other departments in
adopting it in a more effective manner.
Cadbury is known as a multinational confectionery manufacturer and seller that offers its
products and services as per the occasion. They offer different quality and quantity goods that
cater to the needs of each type of occasion and consumer (Fill, 2011) . The marketing department
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focuses on identifying the needs and wants as to set market trends in more effective manner. This
leads organisation in boosting its level of sales and profitability to a new level. It also establishes
communication channel that enables company in interacting with end users. The marketing
department is responsible for delivering all required data to other function in organisation as to
ensure that all task are performed in a desire manner. There are different functions that exist in
Cadbury and it enables them in achieving end goals and objectives in more effective manner.
The main function of marketing department is to collaborate and co-operate with all other
departments. There are different departments that are engaged in in business process and they are
stated below with ways in which they create inter-relationships:
 Marketing with customer services: The managers in both departments are engaged in
ensuring that all consumers grievances and queries are catered in a proper manner
(Hauer, 2011). There are different types of tools which are used by marketing function,
such as survey and feedback that can be used to increase the level of understanding and
prepare customer service department to face issues.
 Marketing with human resources: Manpower within an organisation has to be maintained
in a effective way and for doing so company uses HR department which is aided by
marketing function. It provides information regarding various talent pools that exist in the
market. This allows HR department in accessing those pools and get best candidates for
vacant position.
 Marketing with finance: The finance department takes cue from marketing function
forecast and prepares budgets accordingly (Jain, Ahuja and Medury, 2013). Also they are
able to provide path to all other departments which they can follow as to keep their
functionality level high. The marketing function ensures that all the information and
communication reaches its destination in time.
 Marketing with administration: The administration is engaged in preparing plans and
procedure for company so that they can overcome issues in future and also achieve
organisational goals an objectives. The marketing department assist administrators in
understanding various marketing trends and forces behaviour according to which they
create plans.
 Market with R&D: There are many changes which take place in technological field and
research and development department ensures that new methods and techniques are
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employed by organisation (Jones and Rowley, 2011). Information about changes in
market is gathered by marketing department which conducts different research and
analysis programs.
 Marketing with production: The production of different products and services has to be
done in a proper manner. Cadbury has installed new methods and equipments as to make
its production department more efficient. Marketing function makes different forecast
that are used by production department for setting demand and supply bar according to
which different goods will be manufactured.
There are different activities which are conducted by marketing department as to
establish more effective inter-relationship between different functions (Joshi, 2014). They are
stated below:
 Research: It gather information which is analysed and forwarded to different
departments. They use it as a basis of strategy formulation and implementation.
 Supply chain management: It manages whole transportation and inventory management
and ensures that all products reach their end destination on time.
 Risk assessment: Marketing department conducts risk assessment related to various
market dynamics which is used by other departments as to prepare themselves for future
uncertainties.
 Forecasting: This is a very important activity which enables organisation in enhancing its
competitive edge and prepare for future activities as well as issues in a more effective
manner (Kennedy and Parsons, 2014). It assist managers in identifying areas where they
require improvement and channelises resources.
 Product development: New product development is a responsibility of marketing
department that can be fulfilled after analysis and research which is conducted internally
and externally on regular basis.
TASK 2
P3 The ways in which different organisations apply the marketing mix to the market planning
Cadbury is a global company and it needs marketing department so that it can enhance its
capability of gaining market share. There are various methods and tools that can be used by
organisation for boosting their profitability and productivity levels. The managers working in
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company understand the importance of marketing and that is why they invest a lot of resources in
various promotional as well as advertisements (Lamb, Hair and McDaniel,2011). Cadbury uses
marketing mix as a tool to manage and control the 7 elements that can hinder or foster its
capability to capture more market share. It assist company in preparing and implementing
various strategic plans and procedures which are required for boosting organisational capability
and profitability. Basically marketing mix is considered to be a combination of different type of
factors which are put together and applied. This ensures a higher growth rate for company and
also boost managers ability to understand consumer behaviour in a more potent manner.
In early days of marketing, there were only four P's (product, price, place, promotion).
But with the rise of service sector in the economy, organisations found that it is more important
to fulfil the desires of people too than to a just achieve its own objectives (Lane, 2014). So three
more P's were introduced (people, process, physical evidence). This allowed companies that
were operating in confectionery sector in controlling various market forces in more effective
manner.
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Source 2: MARKETING THEORIES – THE MARKETING MIX – FROM 4 P’S TO 7 P’S, 2017

Below there are two companies which are chosen for comparative analysis. The two
chosen organisations are Cadbury and Tesco. The reason behind choosing two different firms
from different sector is very simple. It will state about how various companies working in
business environment uses marketing mix as to grow into their own sector in more effective
manner (Laucaster and Massingham, 2010). It will also aid in improving knowledge related to
management and promotion of goods and services in market. These companies used marketing
mix as a tool to achieve all goals and objectives in more effective and efficient way. It also aid in
gaining competitive advantage over others in market. The analysis and comparison is stated
below:
Basis Cadbury Tesco
Product It is a well established company that
is dealing in confectionery sector. It
offers huge range of product and it is
considered to be a powerhouse
(McDaniel, and Gates, 2013). It has 1-
2 cash cows and there are no dogs in
its BCG matrix. Dairy Milk is the
biggest brand.
Tesco is world third largest retailer by
profits and this company offers all type
of products which range from, grocery
to electronics. It offers one stop shop
company whose core business is food
and grocery products.
Price The pricing strategy of company
depends on three factors that is level
of competition, demand and
packaging. Basically the main pricing
strategy is cost leadership and
replication which ensures that it has
an edge over its competitors.
The products of company are sold as
per their their pricing strategy of cost
saving and leadership. It enables them
in gaining higher level of market share
and keep margin of profits high. There
are various sales offers which are
floated to consumers for gaining
attention.
Place The products of company are
available in 200 countries and it has
manufacturing facilities in 50
countries.
It is well established in more than 10
countries and recently has expanded
into 3 more countries. It has more than
7000 stores which are used for serving
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more than 20 million consumers
annually.
Promotion Cadbury is totally dependent on
advertising. It uses different type of
media for promoting its products ion
market as per the occasions. It
introduces new product in as per the
occasion and needs media to aware
consumers about changes.
Tesco is known for promotions and
advertisements which states about
various issues that are needed for
gaining attention of consumers (Mittal,
2014). There are different occasions
which are highlighted in these
advertisements and they are covered in
a very effective manner.
People The company values its employees as
well as consumers. It provides several
benefits and facilities to them as to
work more effectively and efficiently.
Cadbury uses interactive strategy for
dealing with people element in both
internal and external environment for
getting better response and loyalty.
The company has special programs
running for its internal as well as
external consumers. They invest
massive amounts into human resource
and its development programmes which
improves skills and abilities of different
types of individuals in organisation.
Process There are different process that run
simultaneously (Nguyen and Simkin,
2012). Changes keep taking place in
company but the core process and
capabilities are not changed as to
maintain the trademark or taste of its
confectionery goods.
There are few core process which are
kept intact and they allow organisation
to function to their best. There certain
capabilities which can be used to make
organisation more effective.
Physical
Evidence
The products of company are sold in
more than 200 countries which act as
a physical evidence for it.
The company has plenty of physical
evidence in form of its more than 7000
facilities and products that are
consumed by customers every day.
Comparison
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