A Detailed Marketing Report on Cadbury: Strategies and 7Ps Analysis

This report provides a detailed analysis of Cadbury's marketing strategies. It begins with an introduction to the company and its product range, followed by an examination of the key roles and responsibilities of the marketing function within Cadbury. The report then delves into the application of the 7Ps of the marketing mix (Product, Price, Place, Promotion, Process, People, and Physical Environment) to achieve overall business objectives. Furthermore, the report includes an overview of Cadbury's marketing plan, encompassing segmentation, targeting, and positioning strategies. The report highlights the importance of understanding customer needs, tracking market trends, and maintaining brand value, and also discusses the significance of innovation, effective sales processes, and marketing budget management. The report concludes by summarizing the key findings and their implications for Cadbury's marketing success.

Marketing Essential

Table of Content
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1) Key roles and responsibilities of marketing function for the cadbury.............................1
P2) Roles and responsibilities of marketing relate to the cadbury company........................2
TASK 2............................................................................................................................................3
P3) Elements of the marketing mix(7ps) to achieve overall business objectives for cadbury
company ................................................................................................................................3
TASK 3............................................................................................................................................5
P4) Marketing plan for cadbury company: ............................................................................5
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
This marketing essential report is based on the cadbury company. It is a multinational
company in Birmingham. This firm is a good combination of kraft foods and it is second largest
firm in the world. This entity has many products like dairy milk chocolate, bar, fudge, drinks,
cakes etc. this essential includes the key roles and responsibilities of the marketing and how the
key roles and responsibilities are affect to the firm and also includes the marketing plan and the
7ps of marketing. In 7ps of marketing these 7 factor affects the firm performance like if our
marketing plan is efficient and appropriate will get high profit and easily achieve the goal.. Main
mission is to create a efficient plan of marketing to achieve the objective.
TASK 1
P1) Key roles and responsibilities of marketing function for the cadbury
For growth of the company in the industry firstly understand the customer needs and
analysis it and improve the sales process. The key roles and responsibilities of firm are as
follows:
1.) Listening to customer needs: To get a profit or objective firstly listen the customer needs
like the existing products and services is appropriate and valuable or not. This task is for the
marketing department to know the actual situation of company in the market (Cavusgil and Zou,
1994).
2.) Track the current trends and analysis the challenges: It is very important for the
company is to know the latest trends in market and improve our products. Identify the mistakes
and avoid them to improve he performance of the firm (Satit and et.al., 2012).
3.) Work and transmission of cadbury brand values: Basically the brand value is more
important for our company, to maintain the brand value only the marketing department is
responsible.
4.) Coordination between the marketing partners: The coordination between the partners is
very important because the marketing is a team work. There is a lot of contributors
like:manufacture, designers, consultants etc. the work of all these contributors must be aligned
with the goal of the firm.
5.) Innovate: Customers needs are varied from day to day. So firstly full fill the demands of the
customers by applying some strategies to satisfy the client needs and improve the performance
of the organization.
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6.) Help to improve sales process and customer: This is the main responsibilities of the
manager is that in which know the customer's feelings like the products of the entity is good
enough or not. Help to the employees for improve the selling process by taking feedback from
the employees (Cavusgil and Zou, 1994).
7.) Management of marketing budgets: Manage the marketing budget for the next year to
grow up and plan for achieving the objectives. This is the main role of the marketing department
to enhance the plan and manage the activities of the company(Ho, 2014).
8.) Define strategic: Define the strategic plan means what are all the actions undertaken,
strength of the company, the challengers, market targets etc. depends on the market situation and
the performance of the company firstly modify, enhance and create new product for the
customers. Dairy milk is the one of the best and first product of the company it has different
flavours like silk, crackers etc. (Malhotra, Birks and Wills, 2013).
P2) Roles and responsibilities of marketing relate to the cadbury company
All marketing strategies and plans affect the company growth. To increase the growth
must follow the strategies to maintain the brand recognition. Roles and responsibilities of
marketing relate to company as follows:
1.) Recognition of brand: This is the main function of the marketing that is managed by the
manager. The main goal of the firm is to maintain the brand identification by applying the
different types of strategies to satisfy the customer. To stay in the market must produce more
products from the customers feedbacks. To know the customer requirements and improvements
in the existing product take the survey from the customers.
2.) New ideas of product: Company has many existing product like: drinks, fudges, chocolates,
foods, cakes etc. so in the existing product by modifying the product based on the customer
requirement (Garrigos-Simon, Lapiedra Alcami and Barbera Ribera, 2012). Suppose customer is
not liking the silk product then improve the quality of the product and produce the product with
an innovative idea. This is the way our firm will get the goal.
3.) Increment in sales: The marketing management is well managed then definitelythe company
get good sales in the market. The product and the services of the entity is measured by the
models and by this result of applying the models in the firm easily achieve the desired goal.
Coupons and other discounts, some extra % free on the product are the another way of marketing
to improve the sale of the company.
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4.) Cost savings: Sales of the entity is peak and brand recognition is increases, marketing effort
result in cost savings as marketing expenditure begin to decrease. The external marketing is also
can be cost effective if managed effectively and efficiently(Wilson and Gilligan, 2012).
5.) Strategies of the cadbury company: Positioning, segmentation, targeting is the main
marketing strategy of this company. The segmentation of this company products is based on
some factors like: on the basis of the financial gain and occurrence etc. Marketing mix, SWOT
analysis, BCG matrix, distribution strategy, competitive, market and customer analysis these all
are the strategies of this firm (Cavusgil and Zou 1994).
6.) Calculate the ROI of the company's actions: The marketing activities are the investment of
time, money and activity. As an investment each and every action that should be measured in
order to check whether they meet to the objectives or not and also compare the actions with the
other firms(Garrigos-Simon, Lapiedra Alcami and Barbera Ribera, 2012). Many times firm
owner facing this kind of situation like firm invest in which field so the unique solution is to
measure them all and choose by based on the numbers.
Marketing deportment has an effective relationship with other departments in the company.
Marketing department has a responsibility to package and market the products and sell it to the
customers. Market department is related to the finance deportment such as if they have sufficient
finance and money then only they can promote their product in a market. Human resource
deportment is also related to the marketing department such as HR manager has a responsibility
to give appropriate human resources to them for the effective promotion.
TASK 2
P3) Elements of the marketing mix(7ps) to achieve overall business objectives for cadbury
company
The 7PS of marketing is help to the firm to achieve the desired goal. By applying the
pricing strategies and promotion strategies easily get the higher performance of the company.
7Ps of marketing for company as follows:
1.) Product: Product of our firm is chocolates, bars, drinks, multi packs, beverages, Easter etc.
These all are the products of the cadbury which has good quality and services in the world
(Malhotra, Birks and Wills, 2013). The chocolate bar products are made from the original dark
chocolates. This Firm chocolates contains more milk than any other chocolate of other company.
there is 0% drug in the products of the firm
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Nestle company products are beverages, milk and milk products, dishes and cooking
aids, chocolates. In beverages one of the most common known product is coffee brand Nescafe
and also it has the one of the best cash cows of the nestle.
2.) Price: The price of the products are very low-cost that anyone can buy it easily. One of the
most known chocolate is dairy milk the price is varied from Rs. 5 to Rs. 500 plus. Prices vary
with the modification in the taste and also in the size of the chocolate. This firm uses cost plus
pricing, demand based pricing, competitive pricing etc. in cost plus pricing strategies. It is trying
to get maximum profit (Huang, and Sarigöllü, 2014). This method works successfully because
all costs need to be accounted in an accurate way.
Nestle company have the famous product like Maggie. Nestle company provides the
many packages and options for the product like in supermarket we can find 16 packet Maggie's
whereas in small retailer shops we can find 5 Rs. Maggie. This firm is using the skimming and
price leadership pricing strategy to get the profit (Satit and et.al., 2012). Price leadership pricing
approach can leave the leader's rivals with little choice but to follow its advantage and contest
these prices if they are to hold onto their market.
3.) Place: In Pakistan cadbury's industry plant is in Karachi which is the part of the world's
biggest company. Dairy milk chocolates are easily accessible in every city of our country. All
products are provided in every type of shops and stores. So it is easily accessible for the
customer.
Nestle is following the FMCG strategies of system which involves breaking the volume.
There are two forms of system which nestle is using one is nestle regularly introduce various
discounts and plan of action to keep the channel motivated (Taneja, 2017). And another one is
in-demand products.
4.) Promotion: Promotion is the most common and valuable factor for a firm to sell the products
to the customers when customers know the product then only they will purchase it. So this
company provides a good and appropriate promotions for the dairy milk like advertisements,
posters, organise the events etc. The firm is using the message execution, advertising media
promotion strategies (Messaoud, 2013).
Nestle brand pushed by the good quality of the Maggie where Nescafe focuses on
quantity and good belongings in life, Maggie concentrate on instant you had with your Maggie.
Promotions for product like kitkat focuses on “take a break” and has done a good selling for the
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same(Taneja, 2017). It is also using the advertising media for promotion to get customer
feedback and product utilization.
5.) Process: The process of manufacturing the products for the customer is different in the firm
as compared to the other company (Garrigos-Simon, Lapiedra Alcami and Barbera Ribera,
2012). This entity manufactures the chocolates to the customer so the process of manufacture is
land, machinery, people and the materials.
Nestle has different process of manufacturing the products for the customer because this
company provides different types of the products. The process flow of the manufacturing the
product is planting, harvesting, processing the cherries, industrial processing, quality
insurance(Malhotra, Birks and Wills, 2013).
6.) People: Cadbury firm is the second biggest firm the world. This entity is operating in more
than 50 countries. It is a leading global shop company with a conspicuous portfolio of
chocolates(Messaoud, 2013).
Nestle is a global company in the world, around 254,000 people are working for the
company. This company operating in more than 80 countries. Brand, products and people is the
main keys of the company(Taneja, 2017).
7.) Physical environment: Cadbury entity focuses on the political, economical, social
technological environments. Internal factors of the company is main key of the company like
money, machines, materials, management information. A good environment help to employees
to achieve the objective of the firm.
Nestle has good internal environment as well as external environment. It has wealthy
working society which encourage to the employees to achieve the objective of the
company(Malhotra, Birks and Wills, 2013). Different department of the company work to
contribute in the growth of the organization and these departments not only concentrate on the
customer's needs but also concentrate on the same type of attention for the internal customer of
the firm.
Marketing mix Cadbury Nestle
Product It gives good quality products
to the customers such as
chocolates and cakes etc.
It gives products such as
chocolates, bars and Maggie.
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Price It uses market penetration
pricing strategy to increase
productivity in the world.
It follows skimming pricing
approaches to enhance
productivity the world.
Place It uses intensive distributional
approaches for the place
promotion.
It follows exclusive
distributional strategy to sell
their product.
Promotion Internet and social media Social media and
advertisement
People It has many employees in the
company that follows effective
production cycle to increase a
quality of an item.
Employees of this firm
innovate their product by
applying new techniques of the
production.
Process Pay system Distribution system
Physical evidence It has good brand image
because it gives innovative
item to the consumers.
It also has good brand image
in the world and it maintains
internal environment of the
firm to maintain relationship
between the employees.
TASK 3
P4) Marketing plan for cadbury company:
For enhance the performance of the firm must follow the marketing plan. Marketing
planning help us to produce product in the industry and that meet the need of our target market.
Marketing plan of the entity as follows:
1.) Executive summary: This company is a leading firm in the global world. This provides a
good quality products to the customer's. It has a lot of products like chocolates, bars, drinks,
candy, milk food etc. all the products are easily available in the country. It has 35,000 direct and
indirect suppliers in all over the world and 45,000 people are employed in the company.
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2.) Mission: Mission of the firm is like cadbury means quality this is the promise to the
customers. Our reputation is to improved upon the quality; our loyalty to continuous change of
state will ensure that our promise(Malhotra, Birks and Wills, 2013). Firstly need to understand
the customer needs and then improve the quality of the product for the customer's.
3.) Objectives: Objective of the firm is to become a biggest and best entity in the world. A
managerial objective is the intended goal that prescribes certain extent and intimate directions to
the planning activity of a manager. Main desire is to perform at a higher level to any of the other
challenger and also increase the business performance(Garrigos-Simon, Lapiedra Alcami and
Barbera Ribera, 2012). To grow up the company needs to be open more stores globally to get the
higher performance of the firm in the world.
4.) Company analysis: This company is grant from the cadbury India Ltd. The main objective is
“cad bury in every pockets” this objective will achieve only by full-fill our customers needs.
Comparison of market share chocolate with other companies as follows: It has 70% of market
shares. Nestle has 14% of market share. Amul has 5% of market share. Other companies has 1%
of market share(Morgan, Katsikeas and Vorhies, 2012).
5.) Marketing strategies: This firm is maintained our brand recognition and quality. Cadbury
company gives the good quality of the product and services to its clients. The product is
available from the shops and supermarkets and the effective and efficient distributional channel
creates the provocative edge and it will be reach to the market to supply the product. Through
communicating and promoting of its product in the market so that it can get the apprehension
over its products(Morgan, Katsikeas and Vorhies, 2012). The entity maintained the strategy to
meet the customer needs of all age groups.
6.) Tactics and plans:
A.) Pestel analysis:
a.) Political: Political decisions can be affect to the company that can be advantage or
disadvantage. If taxes increases thus consumers decreases and sales of stock also decrease. If
taxes decreases probability is, consumers will buy more products(Kapferer, 2017). The
government is concerned about the fatness.
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Illustration 1: Pestle Analysis
Source:Definition of PESTLE Analysis, 2016
b.) Economical: The interest rate can be affect our company because if the interest rate were
high then the company would not borrow as much money for the expansion.
c.) Social: Many people are health conscious; will read the element content. Most of the people
in India are very concern about the health. So firstly need to maintain the level of the customer
needs.
d.) Technological: This part of this PEST analysis is more important. Technological consist four
factors better equipment, cost of machinery, new machinery, maintenance(Sharma, 2013.).
e.) Environmental: Internal and external environment is affect the firm. To maintain the
environment of the company must follow the structure of process to produce a product.
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f.) Legal: Firm is working on the basis of the low of the business to achieve the goal.
B.) Swot analysis:
a.) Strength in the swot analysis: This is the second largest company in the world that
manufactures a chocolates like dairy milk, Oreo and others. The product quality of the products
are very high. It is comfortable charging a superior for its product because this company has
good quality brand in the world. This firm has good distribution strategy and also have the one
of the best FMCG distribution channel in an India(Sharma, 2013.).
b.) Weaknesses in the swot analysis: This company have the strengths and also weaknesses. A
few cases here that is based on the quality of the product where cockroaches and some insects
were found in the chocolates. So quality control needs to be modify.
c.) Opportunities in the swot analysis: Indian customer have a sweet tooth and they frequently
like to eat small chocolates and cakes and bars etc. so new tastes and different and new flavours
are an opportunity for the firm (Garrigos-Simon, Lapiedra Alcami and Barbera Ribera, 2012).
d.) Threats in the swot analysis: Health consciousness on the rise amongst the Indian
population. Many people having the drinks like juices that is good for health instead of having
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Illustration 2: SWOT Analysis
Source:SWOT analysis , 2017.

chocolates. This firm spent a lot of years to get the position of a gift on the occasions but what
happens when the importance of the festivals decreases then the buying of chocolates also
decreases(Cronin-Gilmore, 2012). Suppose If you gift a chocolate to a child, they will demand
for a toy, or a bicycle and for a young adult a phone, laptop etc. therefore with a growth in
purchasing power, the demands of gifts are very high so just a chocolate is not a satisfaction for
people.
7.) Market segmentation: Marketers must be able to link their product to the target segment.
Market segments are very useful to understand the customer needs and target it and take specific
marketing plan accordingly. This includes three types of market segmentation.
a.) Psycho graphic segmentation: Firm product dairy milk is depends on the size as large
blocks, bars etc.
b.) Geographic segmentation: The products of this company is mostly consumed in rural,
urban and semi urban.
c.) Behavioural segmentation: The firm has a good quality of the product and services. This
company has also gifts the celebration pack of chocolates it to someone on the occasion like
Diwali, Rakhi etc.
8.) Short term and long term projection: Firm should be provide new products for the health
conscious people. The entity should avoid the global advertisement and consider the Indian
advertisement in India(Cronin-Gilmore, 2012). Produce new flavours like strawberry, vanilla,
orange etc. in chocolates to get higher performance. This strategy will give more advantages to
the company in the industry by producing new products and new styles.
CONCLUSION
The key to grow in the industry is to understand the customer demands. The cadbury firm
has some important factors like quality, quantity, flavours and packet sizes etc. For maintaining
the brand quality firstly produce a good quality product to our clients. Through SWOT and
PEST analysis some weaknesses and threats were found. By reproduce the product as per the
customer needs to maintain brand recognition. To achieve the desired goal update the marketing
strategies and apply different types of pricing and promotion strategies in the company.
REFERENCES
Journal and Books
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