Report on Marketing Essentials: Cadbury's Strategy and Mix

This report provides a comprehensive analysis of marketing essentials, focusing on Cadbury as a case study. It begins with an introduction to marketing and current trends, followed by an examination of the marketing process, including mission and situational analysis. The report then delves into the ...Read More

MARKETING ESSENTIALS
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
1.Marketing and current trends...............................................................................................3
2. Marketing process .............................................................................................................5
3. Marketing manager role for Cad-bury................................................................................7
4 marketing and other function ..............................................................................................8
5. Importance of marketing....................................................................................................9
6. Importance of inter- relation of different organization function......................................10
7 Marketing mix of Cad-bury and Mc Donald ....................................................................10
8. Marketing plan .................................................................................................................12
CONCLUSION .............................................................................................................................16
REFERENCES..............................................................................................................................17
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INTRODUCTION
Marketing is the process of producing, communicating, distributing and exchanging
product and service to customer and other stakeholder. Earlier marketing's role was limited to
sale and promotes the product and service, but over a period its role has been changed now it has
become branding technique for business unit. Now customers become more aware and concision
about their buying decision. Present report will cover the role and responsible of contemporary
marketing manager. Study also articulates the importance of same department with wider
organization context. Report will render deep understanding about marketing plan and its
development. Marketing mix of Cadbury will be given along with another organization. Lastly,
Market plan will be made to increase the sale of organic chocolate made by Cadbury. Cadbury is
world largest confectionery organization which have huge global presence in market and wider
product line in sweet products.
TASK
Marketing is the process of creating, delivering, communicating and offering that have
some value for buyer, client and society.
1.Marketing and current trends
Marketing has five major concepts, which is used by the department to market the
product in effective manner. These are :
Product concept:
According to production concept, marketing managers put their all efforts in presenting
and communicating the product quality and its innovative feature in front of customer (Baker,
2016). Product concept assumed that buyer will purchase the product which has high quality,
better performance and value addition, so marketing people put their efforts in promotion of
product.
Production concept:
Organizations try to improve distribution and operations, because it is assumed that buyer
will buy only those products which are highly affordable to them and can fulfill their desires.
Selling concept:
Selling concept works on assumption that buyer will purchase those products and service
which are highly promoted (Homburg, Jozić and Kuehnl, 2017). Here, firms focus on selling the
good which they have made, not what is demanded by buyer.
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Marketing approach:
This is a customer centered approach in which, organization tries to achieve its objective
by identifying and satisfying the customer needs. (Aaby, Slater and Belonax, 2015). Companies
take help of different tools to understand the buyer’s buying behavior, like -analyses past data
from CRM and other software, ask for suggestion, query, liking and disliking with chat-boots,
switch to real time to right time promotion, apply user generated content in development of
product and service, design voice search option, educating customer via digital tools etc.
Social marketing
It gives environment safety massage In its story telling (Hayhurst and Wills, 2018).
Company also starts making blogs and content writing on social issues, use native advertisement
platforms like Google Home, education website and other third party websites, Put Ephemeral
content on Facebook, Instagram and twitter, event marketing as its social media efforts.
4
Illustration 1: selling and marketing concept
(Sources: 5 Marketing Concepts Explained with Examples, 2017)

2. Marketing process
Mission:
Cadbury marketing team has formulated short term and long term marketing plan. Short
term objective is to render the best chocolate for every group of people, all time. Also, it wants to
provide various variant of sweet product along with affordability.
Situational analysis
This analysis is done to know the recent position and market share of company, so that
marketing strategies can be formulate accordingly. Cadbury global sales is increased by 5.5%.
Company ranked one in confectionery market of USA with having Sales: £1,507.0m. Also, it
enjoys significant market share and high profit in UK market (Kellaris and Machleit, 2016).
5
Illustration 2: social marketing
(Sources: 5 Marketing Concepts Explained
with Examples, 2017)

Marketing strategy
Cadbury marketing strategies are to transform potential buyer into existing one, increase
sale and market share, improve brand image and to introduce new product as well as to increase
the use of existing product. it uses the famous segmentation, targeting and positioning model to
identify, target and branding purpose (Myers, 2015).For targeting purpose it adopts various
targeting policy like Niche, undifferentiated and differentiated marketing.
Marketing mix
Leading chocolate brand has opted all the 7'P of modern marketing mix, with having
customer orientation. Marketing mix comprises product, price, place, promotion, process ,people
and physical evidence. These all factor collectively help in increase the customer satisfaction .
Implementation and control
Marketing efforts outcome measures on the basis of sale volume, customer feedback,
efficiency of market plan execution, market share size, effectiveness of promotion, distribution
and so on.
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Illustration 3: marketing process overview
(Sources: Strategic marketing processes and planning,
2019)

3. Marketing manager role for Cadbury
Marketing department of every business is considered as most strong functional unit as it
provides essential information about market to other units, contribute large share in cash flow
and communicate the company's effort to existing and potential buyers (Arslanagic-Kalajdzic,
and Zabkar, 2015). Following are the role and responsibility performing by Cad- bury marketing
manager, within organization.
 Manger represents the brand in market by clearly define, what the brand is and which
kind of experience it wants to give to its buyers. Generally, organization alters their
vision, mission, value and CSR statement with the help of marketing team.
 Nowadays buyer come to acquire needed information on company's website, it is
responsibility of market manager to keep the content fresh, latest and relevant on website,
apps and search engine. (Mishra and Modi,2016).
 Marketing personnel chooses the most suitable Distribution method, supply chain
management, packaging improvisation, searching for marketing material supplier and
supporting service and store decoration instruction to franchisers also given by them
(Henderson, Cheney and Weaver,2015). For instance Cadbury's purple packing still have
same eye catching appeal, with Modern packaging material.
 Public relation, direct selling and other promotion tool are designed on the basis of
marketing manager's understanding and suggestion (Ekpo and et.al., 2015). For instance
which product should promotion with the celebrity, which one will introduce with
Sponsorship.
4 marketing and other function
 Marketing manager provide all information regarding market, customer and trends to
production, finance, HR and I.T department so that they can align their action
correspondingly. For instance production and inventory management is done, on the basis
of sale prediction done by marketing people (Kumar, 2015). Also, HR designed job role
and specification after consulting with them, because they know what kind of skills is
required for different job role.
 Identification of training need of employees is also an indirect role, which is expected
from the marketing department. For instance which kind of the latest skills, experience
and knowledge is required to do job in confectionery industry (Baker, 2016). Earlier Cad-
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Bury only limited with making the chocolate only, but now It has to work on appearance,
hygiene process and ingredients in it.
 Finance and marketing department are highly interdependent to each other. For instance
marketing team generate cash flow, profit and retain earning which is used by finance
people for working capital and fulfilling long term money requirements (Hill, 2017).
And, finance department allots budget for marketing activity, set sales targets and inter
pate the report for trend analysis.,
 I.T department used their technical skills for making website, apps and other digital tool
more user friendly (Cacciolatti and Lee, 2016). These people perform the alternation on
the basis of customer preference knowledge given by, marketing team.
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Illustration 4: functional unit of organization
(Sources:360-degree view of your business, 2016)

5. Importance of marketing
 Marketing department plays a role of intermediary between organization and consumer. It
identifies need of buyer and tells it to high authority so that product can be made as per
the consumer need and desire.
 Marketing help Company to earn buyer's trust and loyalty, increase and update their
awareness regarding product and service by their promotion tactics (Davcik and Sharma,
2016). These practices eventually expand revenue and profit.
 The quoted business function, works as basis of much major decision like higher
authority takes decision regarding innovation, market expansion and diversification
decision with consulting with marketing team.
 Marketing research, strengthen and maintain relation between the two parties. For
instance buyer conveys and communicates their preference, likes, dislikes in offline/
online survey.
 To gain competitor advantage and enlarged market share, marketing people make
changes in marketing mix as per movement of competitor (Fortenberry and McGoldrick,
2016).
 Creating the brand image and maintaining this reputation is sole responsibility of
marketing department. Marketing assists in conveying the core value of company to other
stakeholder via their direct and indirect marketing strategies.
6. Importance of inter- relation of different organization function
All the department of any organization works in co- ordination and co-operation. If one
department fails in its role and responsibility, then it will impact on overall organization
performance. For instance, in case marketing team unable to identify the accurate need of
customer, In such case production department cannot produce the product which can fulfill the
need of customer. This will lower the customer loyalty, image of brand, decreased market share
and zero competitor advantage. Apart from it, this inter dependency help in evaluation and
controlling purpose. Like marketing teams inefficiency easily identified by production team.
7 Marketing mix of Cad-bury and Mc Donald
Marketing mix refers to combination of different actions, which an organization uses to
sale and promote its product. Components of marketing mix, help a firm to sale product and
service on right time, at right place and in right price(Chokshi and et.al., 2016).Following is the
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marketing mix of Cadbury and McDonald, which shows their differ approach to meet customer
expectation along with profit maximization objective.
Element Cad-bury Nestle
Product Cadbury has lots of products in its
basket like beverages, ice-cream, Big
Toffee, Flake, chocolate milk, biscuits,
spreads, candy and rolls.Its product line
comprises popular name like
Temptation, Dairy Milk, Games,
Bournvita, Borunville, Oreo, Flake 99
Strawberry Cones, twist-wrapped
chocolates etc.
Nestle is firm that offers wide range of
commodities that has strong width of
products. This entity deals in commodities
as dairy products, coffee, chocolate and
milk products. Therefore, this entity has
8000 brands and have wide range if
products across market.
Price Cadbury currently uses there pricing
strategy namely, skimming, economy
and bundle pricing. Skimming prices
sets slightly higher than normal price to
get advantage of desire of particular
segment (Bailey and Alexander, 2017).
Cadbury Silk, Bournville and Oreo are
comes in this pricing.
The price of commodities depends on
quality of product. Thus, this form uses the
competitive pricing method. For example.
Nestle Maggie, Nestle KitKat are offered at
competitive price in market.
Promotio
n
Leading chocolate company uses ATL,
BTL and digital advertising tools. It
tries to make emotional appeal in its
advertisement. Also, firm used local
language and regional speak to counter
local competitor. “You Earn It” slogan
worked outstandingly in western
countries where in Asian countries it
used “ Kuch Mettha Ho Jaye”.
(Fine,2017).
The quoted firm uses print media, TV,
social media and radio for advertisements.
Corporation also practices sale promotion
tactics by offer discount coupons, product
bundles and freebies. Publish relation
activities are done make goodwill and
image among target audience.
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Place Cadbury has unmatched distribution
channel. its products are easily
available in shops located in airports,
malls, super markets. Also, in general
stores as well. It applies indirect
distribution channel, which follow
traditional wholesaler, retailer and
customer chain.
Firm targets local as well as urban areas by
establishment of clusters in restaurants,
which generally situates in main market
place. It has store in tollways, airport,
malls, super markets and collages (Mas and
Nanik, 2017).
People Company takes help of software in
Recruitment & Selection, Performance
Management, talent management and
Rewards & Recognition
Nestle takes various initiative to hire
candidates that can produce better quality
commodities at reasonable price. They
mainly focus over to provide effective
services to customer and remedies to their
problems.
Process Cad Bury uses mixture of all the
process like Electronic, Technological,
direct and indirect activities as its
marketing process. Its apply technology
in manufacturing department. Company
uses indirect distribution channel.
Nestle main aims is to prepare and
assemble the food. Like each store have
secret food formula, staff accordingly
prepare the food. It adopts direct
distribution.
Psychical
evidence
Cadbury dedicated stores are generally
decorates with purple color theme.
Company instructs its franchise and
distributor to maintain the standard
hygiene and environment. Company
makes apps for different mobile use
like IOS, android etc.
It uses more decoration in festive season
and provide attractive offers and packaging
so that customer can be attracted. (Meraj,
Fernandes and Ross, 2016). Company
establish chain of store in supermarket.
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Customers feel satisfied when they are able to purchase desired product on right time, at right
price. Marketing mix help cadbury manager to set reasonable price for different product.
Promotions give information about new product which enhance chances to increase sale
and profit maximization. People in market mix is all about enhance individual capacity ,
skill and eliminate their incompetence, this concern eventually encourage innovation and
creativity in staff. Cad-bury not only have large product line, even its products are
available in different price and variant as well so that company can target all income
groups and increase the sale.
Marketing mix will help Cadbury in aching its business object by attracting the customer
towards the product by determining the elements of marketing mix. There are various elements
which are been identified such as product, price promotion etc. Cadbury by setting the prices of
its products according to its demands in the market which will help the organization in attracting
the customers towards the firm. Moreover, Cadbury by using various promotional tools such as
social media sites which consist of face book, Instagram etc to promote its products and services
will helps in aching the business objectives effectively and efficiently.
8. Marketing plan
Marketing plan helps manager to set agreed and clear marketing goal. External and
internal environment analysis give idea about threat that can effect marketing for new product so
that manager can takes precautionary action accordingly. Manager also communicate with
different department as per the requirement like marketing manager takes help of financial
people to make budget and sale performance evaluation. Controlling techniques chooses by
manager minimize the failure chance for new product.
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MARKETING PLAN
Executive summary :
Marketing plan will be made to increase the organic chocolate sale. Company wants to
enlarge sales because it aimed to target health conscious and customer suffered by life style
disease. Plan includes comprehensive study of internal and external factor which can affect the
making and launching of new product. Also, it includes segmentation, targeting and positing
strategy for organic dark chocolate. Budget allocation details will be articulate in plan so that
manager can review this data for evaluation purpose.
Aim and objective
SMART objective
Manager decided to establish objective with the help of very popular goal setting tool
namely SMART objective (Sik, 2017). Following is the objectives set by manager to produce
and sales of organic dark chocolate
Specific – company wants to expand its profit margin by 10% at each store in England. Company
targets to achieve this goal within 5 months, after launch the chocolate officially in market.
Measurable – manager will measure the sale performance of each distributor on daily basis,
weekly and monthly basis with the help of Key performance indicator and sale reports (Zhang
and et.al., 2015)
Attainable – marketing team has sound marketing budget of £10869. Also, they have sufficient
time to show their marketing efforts.
Relevant – sale person and distributor can easily achieve the target as they have enough financial
support, well established market, favorable market condition, company's goodwill, market
knowledge, experience and so many promotion methods. These optimum resource makes the goal
pretty much attainable.
Time- 5 months for 10% growth, Is fair enough time period, specially for a well known brand.
PESTLE
PESTLE analysis is tools to examine the external factor, that indirectly affects the major
business decisions. As every business entity, cad- bury also impacted by these factor.
Political factor :
Government rules regarding confectionery ingredients, packaging, public health policy ,
nutrition value impact the sale of Cadbury (Qazi and et.al., 2017). Apart from it state can make
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regulation regarding healthy competition, employment condition, import- export, trade tariff
corporate tax to employee, customer protection compliance and standard for raw material and
process.
Economic factor :
Firm pricing strategy, expansion & growth decision generally fluctuated by change in
economy. Like in inflation phase of economy, consumers try to avoid luxury spending because
people have less disposable income. In such condition firm try to manage the cost of product so
that low price product can be offer to customers.
Social factor :
Currently UK facing life style diseased issue like obesity, diabetes, PCOD which force it
to diverse from conventional chocolate to organic confectionery and healthy beverage. Cad- bury
recently even faced controversy for not using the halal certification on its product, which is
concern of Muslims. Product ingredients, packaging and advertisement content should be
designed with social acceptance.
Technological factor:
Influence of technology change in confectionery industry can be seen on its changed
production machine and methods, packaging, logistic, supply chain and promotion tools. Cad-
bury now uses the latest machine to blends the cocoa gains (Knowlton, 2018). Heat resistance
chocolate and pathogen testing systems are become firm's subject to patent. Now company use
more technological tools for marketing purpose like use of social media, E-mail marketing, CRM,
search engine etc.
Environment factor:
Almost every industry, try to contribute in earth safety and sustainable development as
world facing such serious issue as climate change, global warming, frequent earthquake, Marine
pollution etc. cad bury also make required change in its packaging from traditional to eco friendly
packing. Recently organization cut down the use of palm oil in chocolate, as it has threatened to
animals. It also committed to reduce it waste and carbon emission in production. Firm try to re-
fill the natural resources which it acquired from earth.
SWOT analysis
SWOT is also a powerful to analyses the internal position of business. Manager gets to
know strength of company which can be used to grab opportunity and to minimize the threats
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(Bull and et.al., 2016). On the other hand weakness are measure as these inefficiencies latter can
be transform as threat to the business.
Strength
 old reputation and goodwill
 strong financial position and efficient
human capital
 well established distribution system
 global presence
Weakness
 Highly depended only on confectionery
products only. And, this industry is
highly taxed sensitive, which lowers
profit margin even at high price.
Opportunities
 Cad-bury still have large size of
untapped market along with rural
market, which render company,
expansion opportunities.
 Diversification opportunity to food
industry.
 Move to lower cost countries will help
in getting economy of scale.
Threats
 Enhanced cost of sugar, transportation,
fuel and labor. These elements can
lower the profit margin.
 Life style diseases and increase health
awareness can hurt sale of sweet
products.
 Strong competition from Hershey's,
Nestle and Kraft Foods.
Financial Resource allocation
Particular Budgeted amount
Sale promotion 4347 (40%)
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Commission to distributor 2174 (20%)
Salary to marketing staff 2717 (25%)
Utilities bills 1087 (10%)
Other expenses 543 (5%)
Total £10869
STP for organic chocolate
Segmentation People who prioritize healthy life style, high income people and middle- adult
age group in UK. Company will use demographic, behavioral and Geographic
segmentation.
Targeting Niche/ concentrated targeting strategy can be use by company because it aimed
to specific class people only.
positioning Cadbury can use Quality Positioning Strategy. Company should try to make
advertisement with some royal appeal as it is made for high class buyers.
Company can put its advertisement on lifestyle websites, premium newspaper,
sports club and gyms.
Segmentation and targeting-
company choose segmentation for organic chocolate on there dimension which are as
follows:
Chocolates is made for Age: 20 and above and middle to high income group. Also, it targets
health conscious and buyer who have some disease issue.
Marketing mix on Cadbury
The term marketing mix defined as set of actions, tactics uses by firm to promote brand in
market. It defined in following manner as-
 Product- This firm needs to take initiative to produce products that can attract customers.
In modern era there are lot of customers who are diet conscious. Thus, they need to
produce the commodities that made with use of low calories ingredients.
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 Place- The new plan can get famous if they provide commodities to customers in sample
mode so that customer can get attracted.
 Price- The firm should select competitive pricing so that this price method offer the
product to customers at affordable rate.
 Promotion- With help of providing discount offers they can promote their new product by
use of social media approach, advertisement, online techniques etc. This aids to aware
customers about the product and services.
Controlling and evaluation
Manager can use budgetary control, Ratio analysis, CRM, variance analysis, sales report,
sales KIP, feedback from customer, and Market share analysis to know the result, Accordingly
manager can perform the corrective action. For instance manager can introduce incentive on
increase sale to team member, so that they will put their personal efforts too.
Sales analysis
Company can use sales analysis because at product belongs to initial stage where success
can be measure by number of unit sold. Sales analyses also gives idea about break even point at
each level. Break even point, shows the number of unit should be sale to avoid risk of money
lose. Manager should check the sale on weekly and monthly basis, so that variation can be
minimize on time. Sale KPI will give the best result regrading these as it contain all the relevant
dimension like monthly sale, average profit margin, product performance, monthly growth rate
etc.
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Importance of marketing plan for Cadbury : The company through help of marketing planning
able to increase its profitability and improve their products and services which will help the firm
in attracting more customers. With the help of marketing planning Cadbury is able to identify its
targeted market and their requirement which will help the firm in fulfilling the requirement as per
Taste and preferences of customers which will in retaining the customers for a longer period in
business. Marketing plan is important because it help the firm in understanding the market and
formulating various strategies on the basis of marketing planning to enhance their profitability.
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CONCLUSION
From the above study is has been concluded that, marketing nowadays play a crucial role
in business success, therefore every firm should look upon the efficiency and effectiveness of
marketing people. Marketing mix should follow community and social welfare too. Marketing
people should focus on taking proactive action on the behalf of firm, in order to minimize the
customer dissatisfaction. Apart from this, marketing plan also decides the success of product and
service, so company should take help of technology in making the plan effective.
Recommendation
it is clearly seen that cadbury somewhere reach to a saturated market, where there is little
scope to achieve giant sale size. Company also faces tough competition from other player as
well, in such condition only customer oriented marketing can help. Cad-bury should try to aim
need of even small buyer size. Whole marketing process hugely depends upon accuracy of
market information, so it is suggested to marketing executive to take help of technology as much
as they can.
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