Marketing Report: Cadbury's Roles, Marketing Mix, and Plan Analysis

This report provides a comprehensive analysis of Cadbury's marketing strategies. It begins with an introduction to marketing and its importance, followed by an overview of Cadbury as a case study. The first task explores the key roles and responsibilities of the marketing function within Cadbury, including financing, selling, promotion, product management, and marketing information management. The second part of task 1 delves into specific roles such as marketing research, strategy creation, new product development, communication, understanding customer needs, and establishing cooperation. Task 2 examines the way in which these marketing roles and responsibilities relate to the wider organizational context, including interactions with the finance, sales, production, and R&D departments. Task 3 focuses on the marketing mix used by Cadbury, and Task 4 discusses the development of a basic marketing plan. The report concludes with a summary of key findings and a list of references.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Key roles and responsibilities of marketing function.......................................................3
P2. Way in which roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................6
TASK 2..........................................................................................................................................10
P3. Marketing mix in different business organisation..........................................................10
TASK 3..........................................................................................................................................14
P4. Developing a marketing plan.........................................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing is a process of developing a product which is able to meet the needs of
customers. It is helpful in promoting goods of business organisation so that audience can get
aware about their existence. It is supportive in building strong relationship and creating value to
the customers (Wirtz, 2012). Effective marketing strategy is a fundamental goal of every
company because it helps in increasing the sales and making higher profits for the business.
Cadbury is the chosen organisation in this present report which is a British multinational
confectionery company. There are different roles and responsibilities of marketing function in
the cited business enterprise and they are interrelated with other departments of company that
will be discussed in the present report. Furthermore, marketing mix used by organisation in order
to promote its brands and values will also be studied. At last, a basic marketing plan that is
created with the help of market research to know needs and wants of buyers will also be
highlighted in the report.
“Marketing is the process of management through which goods and services reach to
customers”. The case study is based upon CADBURY; which is a confectionery industry. It was
established on 1824 in Birmingham, England. The first products of CADBURY was cocoa and
chocolate drinks. The company supplies its services on international level. There are almost 1.50
lac (approximately ) employees are currently working in Cadbury. Its branches are expand into
world, such as- Australia, Switzerland, India, Africa, Ireland, New Zealand, Malta, US etc.
Recently Cadbury has opened 10 factories in UK with 3000 staff. Along with this, the company
is following matrix organisational structure; it is a combination of two or more organisational
structures, i.e. functional and divisional organisational structure. It may help company to achieve
higher efficiency, readiness and quick market adaption. Matrix organisation structure supports
companies as they can respond faster to customer's demand while reducing the lead time for
producing a new product. Cadbury provides a positive working environment to its employees as
they work freely and effectively.
TASK 1
P1. Key roles and responsibilities of marketing function
In every business organisation, marketing environment is liable to understand obligations
of customers. Promotion, pricing, selling, financing, product management and distribution are

the important function of marketing department. Along with this, the prime role of marketing
environment is to develop innovative and attractive products which are able give more
satisfaction to its users.

Several marketing functions are as follows:-
 Financing – Finance is like blood of business industries that plays a vital role in
marketing from research to distribution. It encompasses to provide credit for channel
members. Finance department is responsible to find money from investments, loans and
personal capital of company which is helpful in the creation of money towards
advertisement of products and services. Selling – It is also an essential function of marketing. With the help of personal selling,
managers can easily know about the needs and demands of their buyers and with this,
they become capable to provide right products at the suitable time frame Promotion and pricing – Advertising or promotion of products and services is very
important for Cadbury because through which customers can easily attain or retain
towards business organisation. Apart from this, pricing involves setting an appropriate
price for goods and items of company. For example- if the price of Cadbury are high then
it may loose many clients whereas if company has too low prices then it is the possibility
in decreasing profits. . Therefore, organisation has to choose right price and rates for their
products and services. Product management and distribution – Once company has determined the potential
market, customers and set prices accordingly; goal of product management can be
effectually achieved (Dibb and Simkin, 2013).
 Marketing information management – The system is designed to support marketing
decision making. Marketing information management system is capable to gather data
about customers needs so as manager can distribute their products in accordance to the
market.

(Source: Marketing roles and responsibilities, 2017)
Roles and responsibilities of marketing function: - Marketing research – It is the prime role
of marketing function. Marketing research helps managers to know about the needs and wants of
customers by which market opportunities can also be identified. Along with this, owners of
Cadbury can easily gain a better understanding of desires of potential buyers. Marketing research
aids to know the power and strength of competitors so that managers can take actions
accordingly in order to protect their business from rivals. . Marketing department can conduct its
own research by studying industry reports and contacting with customers; this will helps to
know choices and preferences of customers. Creating a marketing strategy – Another important role of marketing is to make a
marketing strategy. Strategies are developed with an aim of achieving goals and
objectives of company from the target market. In Cadbury, it is the duty of senior
marketing manager to create effective strategies and policies to gain profits from the
potential customers. Marketing strategies also prove to be helpful for company to enter
into new market, for increasing market share as well as to open a new channel of product
distribution (Lamb, Hair and McDaniel, 2011). For example: to open a new channel of
distribution and to enter in the new market like through internet which helps to reach a
wider geographical area of customers.
Illustration 1: Marketing functions.

 New product development – Marketing department is aligned with internal or external
product development teams for improving existing goods and creating new ones. With
the help of new and innovative products, business organisations can easily attract
customers and increase their sales. Along with this, marketing department evaluates the
sale of current products and find out opportunities for company in the competitive
market. Marketing employees provide information to teams about the desires and
perfectness of buyers. It helps them to find out the features of new products and services.
Later, in the process of product development, marketing department sets prices and make
a plan to launch such product. Communication – Effective communication is the necessity of every commercial
enterprise. It helps managers so that they can contact with higher authorities in order to
take long term decisions. In Cadbury, marketing department develops communication
and plans campaigns which are useful for them to promote their goods and services.
Effective communication also helps managers as they can communicate with their staff
members about the market trends and production. Apart from that, employers and
employees can also take day to day business decisions with effective communication. Listening customer’s needs – It is the duty of marketing leaders to know preferences and
needs of buyers. Through the same, they can produce products as per the demands of
customers. This function encompasses to build strong relationship among consumers and
company. Also, it helps in gaining higher profits through increased sales of business
organisation. In addition, listing customers’ needs and satisfying the same help managers
to gain attention of more customers from the target market with which organisation is
able to achieve its goals and objectives in the competitive market (Brassington and Pettitt,
2013).
 Establish cooperation and coordination – This is the last function of marketing where
without establishing coordination and cooperation among staff members, managers
cannot achieve competitive advantage. Thus, it is essential for Cadbury to maintain
positive and healthy relations with employees which can increase their productivity and
efficiency by which they can produce quality products. Apart from this, another role of
marketing is to build public relations to enhance the market growth of company. For that

the same, Cadbury organises various events like workshops, seminars, exhibitions, etc. to
increase customer interaction.
P2. Way in which roles and responsibilities of marketing relate to the wider organisational
context
In large business organisations, there are various functional areas i.e. finance, human
resource, information technology, production, research and development, sales, etc. All these
functions are interrelated with marketing. Marketing roles and responsibilities are interdependent
upon its another functional units.. With this, such department easily produce or manufacture
desires of customers into reality (Mintz and Currim, 2013). Marketing department is combined
with all these department to ensure their working activities. There is given below a systematic
interaction of marketing with other departments which is fundamental in order to attain
organisational goals and objectives:-
(Source: Interrelationship of marketing with other functional units of company, 2017)
 Finance department – An effective marketing plan has to involve financial information
for current and new products. In this sense, marketing supports finance department for
taking investment decisions. It is also helpful to measure the financial position of
Illustration 2: Marketing and other functional areas

organisation in the target market. Along with this, all marketing plans and policies are
based upon available finance whereas profitability analysis and budgeting are also the
key factors of marketing planning that imply financial tools. In Cadbury, whenever a new
product is launched, financial instruments and criteria should be used for evaluating the
investment. Marketing evolution forecast depends upon capital requirements, financial
needs as well as cash flow analysis; whereas, product management decisions are able to
define financial profits of company (Jones and Rowley, 2011). Apart from this, various
marketing activities like launching new products, put an impact on investors’
expectations and on the market price of the shares. For example- in Cadbury, finance
department is interdependent on marketing for taking various investment decision. Sales department – Sales is an important function for business organisations. The overall
concept of marketing is pointless if no one would buy products and services of company.
For that reason, Cadbury has its own sales targets; it is the part of their aim and
objectives. It is the responsibility of marketing department to meet these targets on time
and in a positive manner. Marketing department is liable to compose strategies for
higher sales and profits; if organisation has great annual turnover as it is able to attract
more investors and capitalist through which financial capital of company become more
strong. Along with this, higher sales are also helpful in increasing financial capital of
company. Production and operational department – Production consists of assembling or
manufacturing of goods. Operational department ensures that products are produced on
time and it also focus on maintaining the quality of the products. . Marketing can assist
production department in order to measure the number and types of products which can
be produced and provided to customers. On the other hand, marketing is able to give an
accurate prediction about sales for each and every product line that is very important for
effective production operations. Along with this, marketing division sets deadlines which
may stretch the abilities of production department. Operational management
professionals are liable for collaborating with other managers in order to determine that
how operational planning can contribute for the long term strategy of the company.
Production capacity planning helps in product portfolio management and in developing
the new products. If managers of Cadbury are carefully listen needs and wants of

customers as they convey the message to production and operational department. In
production and operational department, marketing sets which type of product should be
produce. With the help of marketing research, managers can easily know choices and
preferences of customers. Research and development department – Such function is interrelated with the process
of new product development and necessary improvements in existing products. In
commercial industry, research and development department is also liable for products
designs. With the help of research and development department, marketing managers can
easily get to know about the needs and wants of customers. Research and development
department gives an idea of new product development which is based upon consumer’s
desires. If customers are getting products as per their needs; it will help in increasing their
number towards business organisation. . An adequate marketing research gives inputs to
mangers as they can identify current requirements of customers. (Mihart, 2012).
Marketing research is responsible in order to find innovative product generation ideas. Human resource department – HRM is responsible in order to establish cooperation and
coordination among employees. The prime function of such department is to recruit new
employees and provide them essential training and development assistance. In marketing,
innovative and creative person helps in finding out new ideas of sales and promotion.
Such person is able to meet product targets and create an ambitious as well as
competitive sales team. IT department – The department of information technology helps in marketing by
providing it various tools and techniques of promotion. In the modern world, there are
various tools and technologies available in market through which companies can easily
retain their target customers. Online shopping is a good example of information
technology by which company can increase their clients in international market as well.
Along with this, customers also gain information about Cadbury's products on its website
and several other social sites.
 Customer service – In today's scenario, customers’ expectations are very high. When
buyers are connected with business organisations, they expect a polite, acknowledgeable
and prompt response. In Cadbury, there is a customer service staff which is responsible to
handle customer’s queries and their enquires. This department is also helpful to take care

of the legal rights and duties of buyers. It is amenable for solving client’s problems,
taking feedbacks and reviews, providing specific information and taking suggestions to
meet customer’s needs (Ko, Hwang and Kim, 2013). With the help of customer service
department , managers can easily gain customer feedback which put a direct impact on
future product development and sales.
TASK 2
P3. Marketing mix in different business organisation
Cadbury has to adopt marketing mix to achieve goals and objectives from target market.
There are 7P's in marketing mix strategy, i.e. product, price, place, promotion, people, process
and physical evidence. These all are liable for organisation as it can compete with its rivals.
Since recent years, Nestle in the prime competitor of Cadbury, both are deal in food products and
both have a strong market to expand their products (Menegaki, 2012). Marketing mix helps
Cadbury to put right product at suitable place; price is also a important factor which reduce or
increase sales of business organisation. Cited organisation is using pricing penetration strategy.
Marketing mix of Cadbury is described below that consists of 7P's which are like:-

(Source: Marketing mix, 2017)
 Product – Cadbury should manufacture and design its products and services to improve
the customer experience. A product is anything, tangible or intangible which is offered to
customers either in domestic or in the global market. It encompasses quality, packaging
and guarantee, etc. Cadbury has a wide range of products like Chocolates including
Éclair’s, 5 Stars, Gems, Perk, temptation, Nutties, milk treat, fruit & nut, dairy milk,
Cadbury shots, etc. Company also offers beverages such as Bournvita, Cocoa and
drinking chocolate. In the segment of biscuits, Oreo is premium. Therefore, company has
a strong line of quality products and it timely upgrades its items to retain customer's
interest (Lee and Walsh, 2011). Price – Pricing is the most effective part of marketing mix. It is the only area by which
company can generate revenue for itself. Price is the amount of money which is charged
for a particular good or item. It should be recognised with appropriate demand-supply
equation. Pricing strategy of Cadbury is based upon the demand, competitors and
packages. The products of company are priced as per their quality. High prices are only
for few products like Bourneville and Temptation whereas low priced products are
éclairs, five star and perk. Dairy milk is recognised as a premium brand of chocolates. In
Illustration 3: 7P's of marketing