Marketing Essentials Report: Roles, Strategies, and Plans for Cadbury

This report provides a comprehensive analysis of Cadbury's marketing strategies, roles, and plans. It begins by outlining the roles and responsibilities of marketing functions, including strategy, market research, product development, communication, sales support, and event management. The report then evaluates these roles in relation to Cadbury, examining the importance of interrelationships between marketing and other functional areas like finance, human resources, and operations. The core of the report delves into the elements of the marketing mix (product, price, place, and promotion), analyzing various strategies to achieve business targets. Finally, it focuses on developing and evaluating a basic marketing plan for Cadbury, including the application of the 7Ps to achieve company goals. The report emphasizes the importance of brand development, public relations, market research, and customer relationship management in driving Cadbury's marketing success.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Roles and responsibilities of marketing functions.................................................................1
M1 Evaluation of marketing roles and accountabilities in relation to Cadbury.........................3
D1Analyse the components of marketing role as well as their interrelationship with other......3
P2 How duties and accountabilities of marketing links to Cadbury...........................................4
M2 Importance of interrelationships between marketing and other functional areas.................5
TASK 2............................................................................................................................................5
P3 Elements of marketing mix....................................................................................................5
M3 Analysis of various strategies to demonstrate how business targets can be accomplished. .8
TASK 3............................................................................................................................................9
P4 Develop and evaluate the basic marketing plan for Cadbury................................................9
M4 To build up a detailed and rational confirmation based marketing plan for Cadbury........13
D2 Design the strategic marketing plan by applying 7P's to attain the goals for the company 13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
The organisation is facing enormous competition these days and managing the business
in such an environment is a difficult task. Organisations are giving emphasis to pull customers by
adopting creative thinking and innovation. Marketing is more than buying and selling of
customers, it is basically satisfaction of customers and providing value to customers. The main
goal of any organisation is to retain its existing customers and attracting new customers to
enhance the performance of business (Al-Ekam, 2012). The organisation focuses on attraction of
new customers by creative efforts such as promotional activity done by celebrities. Thus,
marketing is lot more than satisfaction of a customer, it is reattainment and attraction of
customers by providing them worth of the product price. Cadbury is a British multinational
organisation founded by John cadbury. Its headquarter is situated in Uxbridge, West London. It
has businesses in around 50 countries and popular for its sweet products like Dairy Milk
chocolate, Roses selection box and the Creme Egg. Number of employees is around 70000.
TASK 1
P1 Roles and responsibilities of marketing functions
The marketing activities focuses on performing advertising duties regarding creating
income and to expand the offering of the Cadbury organization in a market and furthermore its
productivity. Following are the obligations of the promoting capacities:
Strategy: The senior management are driven to create new advertising strategy in
accordance with organisation goals. The strategy is basically made to enhance the demand of
products and providing value to customers. If strategy will not implement properly, it will lead to
failure of business. Thus, organisation is always concerned about the same (Batt, 2013).
Market Research: It is one of the important activity done by the marketing department.
Research is done to know the opportunities available in the market and taking advantage of
weakness of its competitors. Also the focus is on analysing customer demand along with
retaining its existing customers.
Product Development: It is one of the important aspect of marketing. The product
development is the development of new products to retain the existing customers along with its
brand value. The marketing team analyse the sales of products that are existent and recognizes
gaps and try to build up its brand value of products (Desai, 2013).
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Communication: Communication plays a key role in any marketing department. Not
only communication with its external customers, the same with its internal customers i.e.
employees are also very important. Communication always gives an idea to organisation to know
the needs and making products in accordance with customers. Thus open communication must
be encouraged. To encourage the same several promotional activities will be done like
advertising campaigns, create e-mail marketing. The top management now-a-days also give
emphasis for the open communication. Effective communication is considered as the life blood
for any organisation without which no organisation will survive.
Sales Support: To enhance sales and for accelerating business development, participation
between the sales and advertising department is must. The marketing department try to support
sales and meet the needs of the customers. The sales support team criteria is to support sales and
try to increase sales. For eg. a coupon or phone number, or by motivating visitors to the
enterprise site to enrol their subtle elements as a by-product of a free bulletin. It also prepare
presentation for the business groups and supplies them with loads of limited time materials.
Events: The marketing department also give emphasis on the promotional events
organisation. for instances, presentations, seminars, sales meetings or customer hospitality
occasions in many firms (Desselle and Alston, 2016). They set up timing of the events, stalls
arrangement or coming together discussing upon certain matters. These promotional activities
always plays a vital role to attract new customers and make an image in the minds of people and
thereafter fulfilling the needs of them.
The promotional activities such as advertising is always responsible to build and retain the brand
value of the product and thus enhancing the organisational performance. Hence it create income
and additionally benefit to the association. The obligations of the advertising capacities are as per
the following:
Administering and defines the brand- It characterizes the brand about what and who
and what the firm does. The brand value always needs to be retained. Thus the business has the
possibility to grow and make profit.
Making promotional factor- making promotional factor is always a vital task. The
market department always try to make promotion of the products so that everyone will know the
brand and want to try the products available by the company.
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Mentoring the drive- It always want to assess the sales performance and try to increase
the sales and thus an important aspect for the organisation.
Managing social media- social media management is lot more than just to keep up and
deal with the enterprise's website pages. Its aim is to always build up the brand image in the
minds of the customers. Now-a-days youngsters are always eager to know about product and the
subsidiary items too provided by the company, to attract the youth the management must be
effective.
Enhancing internal interaction-as said earlier, open communication is always effective
in any organisation. The organisation needs to enhance internal interaction to increase
competition among employees. Further workers have to understand and comprehend the value,
objectives and targets and furthermore the main decision of the buyer (Hauer, 2011). the
coordination must be good among the top and the lower level, the gap between the same should
be eliminated and thus the organisation able to perform well.
M1 Evaluation of marketing roles and accountabilities in relation to Cadbury
Marketing is an essential activity whether the organisation is managing in not-for-profit
or for-profit. For accelerating sales and improving business performance, to increase the number
of offerings marketing department plays a vital role. Marketing is responsible to retain and
attract new customers, creating value to customers, building brand image of the product and
properly managing and controlling the business.
D1Analyse the components of marketing role as well as their interrelationship with other
The key factors of the marketing plan covers product, price, place and promotion, known
as 4 P's of marketing mix.
Product– The product is developed for the satisfaction of needs of customers. This can be
either as substantial or intangible. The product is one that is offered to customers and product
must be developed in accordance with market needs and customer demand.
Price– This is the key element of marketing mix and must be fixed based upon several
factors such as different demographic, psycho-graphic and behavioural factors. This is one of
the important component to which the consumers is eagerly consenting to pay for specific brand.
Place– The place of the business must be decided with considerations. Effective locations
must be selected, through which they can attract customers of both urban as well as rural areas.
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Promotion– The promotional activities are done to attract new customer and retaining
brand image of the company and can be done through radio, TV or web and likewise by means
of daily paper. It usually covers wide area in shorter time duration.
P2 How duties and accountabilities of marketing links to Cadbury
There are various obligations and duties that are responsible to retain existing customers
and attract new customers (Hsu, 2011). Many roles and obligations of marketing interlinked to
the enterprise are as follows-
Making the Marketing Strategies- Marketing strategies are made by marketing manager
to increase sales volumes and hence improve organisational performance. Also promotional
strategy are made by marketing manager to improve the promotional activities needed for
building brand value.
Brand Development- Brand development is making a good image of brand in the mind of
customers. Creation of brand value is an important aspect for any marketing manager. For eg. If
a customer think to buy a cellphone, the first name comes to his/her mind is Samsung, Apple.
They have such brand value in market. Lot of research will be done by company before
promoting their brands.
Public Relations- Making relations with the public and continuously taking feedback
along with improvement in product is important(Kennedy and Parsons, 2014). Maintaining
public relations with internal customer along with the external customers always help the
business to grow. For example- if the business has good relation with the suppliers then suppliers
may also supply materials to business on credit basis and thus always helps in free flow of
business.
Market Research- It directly refers to surveying in the market to find the new aspects and
improve the products and services accordingly. Through research, the business know what
customer is demanding and what are their necessities that are needed to be fulfilled. The research
is done to make the organisation best in terms in its competitors and to meet the dynamic
changes occurring in external environment.
Customer Relationship Management- customer relationship management is one of the
duties of the manager. Every organisation will do some or other type of CRM activity to create
the brand value and thus attract new customers towards its products and services. Marketing
manager is responsible for CRM and make business grow.
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Worker Management- proper worker management is most in organisation. Each worker
should know what they are required to do and they do it in effective and efficient
manner(LEHTINEN, 2012).
Assessing the opportunities for new venture- The manager of cadbury always need to
look for opportunities available in the market and try to exploit those opportunities. The manager
should look for opportunities available for new ventures and thus helps business to grow
accordingly.
M2 Importance of interrelationships between marketing and other functional areas
Marketing department has its own standing in connection to other departments, that is
finance management, human resource management and operations management.
Finance Management– Any organisation whether for- profit or not for profit needs to
record, manage monetary transactions for the smooth functioning of business. Financial
management is the proper management of money and finance related issues. The market
department also look towards financial management to know the amount required for
promotional activities.
Human resource Management – Human resource management is the effective
management of life blood of any business(employees) . If a company has right no. of person in
right place performing right functions, the chances of enhancement of performance will be more
(Lipsman, 2012). Thus marketing department also keep an eye on the same to retain the best
employees who will make business grow.
Operations Management –The administration always worry about smooth functioning of
any business . The operation management plans the business and in addition control the
procedure of operations with the aim of improving the productivity of any functions performed
inside an organisation. Marketing department also need smooth working of operations inside an
organisation to continuously improve performance of business.
TASK 2
P3 Elements of marketing mix
Industries are those who provides the different type of products to consumers. Marketing
mix is a mixture of several ideas, which is being followed by research department to promote a
brand or product in market area. The marketing mix helps enterprises to bring out new product in
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market in a smoother way (Maghaireh, 2016). Fundamental concentration of selecting this tool is
to have appropriate availability of product to consumers. Reason behind choosing marketing mix
is to have mindset of consumers about product in a better way and promoting different ideas in a
effective way. Such as, these mindful promotion activities help the organisation to cover the
whole market area according overall population. The components which provide affectivity to
industries, some of those are:-
COMPONENTS OF MARKETING MIX
 Product: Product is something which fulfils the demand and necessities of the consumers
in a correct manner. Industries offer such products to consumers according to their
requirement. The product is manufactured by industries after choosing target
market(Mihart, 2012). Items are physical in nature. Consumers are rationale in nature so
they demand for those product who satisfy their needs for the amount they are ready to
pay(quality products). If item is fulfilling demands of customers than it is known to be
utility product. Cadbury is the product which is satisfying individual needs of happiness
and sweet.
 Price: The main thing in marketing mix is price. Consumers are those who needs the
quality product. Consumer needs the quality product at lower or medium prices.
Industries through marketing mix provides quality items on a favourable amount. Price
should be lower than competitor with the quality item is going to be stable in market for
the longer period. Having pricing tactics helps organization to have a large market.
Somehow, its a mindset of consumers that prices are low than product will not be of that
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quality as they needed. Cadbury has constant price from last so many years makes him to
purchase by everyone.
 Place: Thus place is playing a important part in marketing mix. Having a convenient
availability of products to consumers leads to a satisfied customer. Place should be at that
convenient area where transportation can easily reach. Product should be in convenient
process for the people, just because having a longer distance from they are living ignores
to buy those products of industries. Cadbury is available at every general stores,
availability of cadbury is smoother.
 Promotion: This part of marketing mix helps industries to reach the target audience
about new product is available in market with this quality and price. Promotion does help
companies to let introduce their product to population(Mittal, 2014). Having a powerful
promotion technique help industry in increasing their sales and profits both. Promotion
can be done with advertisement, personal relation, personal selling and e-marketing.
Cadbury is having a great promotional technique. Company uses advertisement, e-
marketing etc. for the promotion of their product.
 People: People are always looked as the potential buyer of goods. It includes all those
person from manufacturing till buyer. Thorough research industries comes to know that
potential buyers are there for product where the market is targeted by companies.
Somewhere, companies employees are important in marketing as because they are ones
who deliver services to customers. Products are produced with keeping in mind the needs
and preferences of the customers.
 Process: industries need to look that they have a tailored process to minimize the cost of
products. Thus system and process affects the execution of service. It's a longer process
of distributing products from the manufacturing department to departmental store.
Cadbury utilize proper tools and technique in manufacturing to create a powerful item
and to control cost.
 Physical evidence: Physical evidence is proof that the product is really available in the
market area or not. Having a proof of physical evidence makes company to be stable in
market area with competitors. PE is the evidence of establishment and presence. when a
person wants to eat a chocolate. He thinks of cadbury.
Following is the comparison of two company:
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Marketing mix Cadbury Sainsbury
Product Providing wide range of
chocolates products.
Services are provided in
banking and financial sector.
Place It is an multinational brand
providing services across the
world.
Providing services in UK.
Price Providing services at effective
prices to attract maximum
customer.
Apply attracting marketing
strategies for influencing
clients.
Promotion Implement various
promotional activities such as
digital, print and social media.
Considers both advance as
well, as traditional marketing
and promotional activities.
Process Manufacturing and packaging
department is maintained
effectively.
Apply effective technique for
increasing efficiency of
distribution channel.
People Yearly report is published to
make people aware about the
growth of company.
Annually publish their
company report on their
website.
Physical evidences Outlets and stores are
effectively maintained to clear
doubts of users.
physical stores are effectively
maintained to clear doubts of
users.
M3 Analysis of various strategies to demonstrate how business targets can be accomplished
The companies has to utilise suitable tactics and techniques, So that they can accomplish
target market. For this industries has to keep the price according to requirement of consumers,
they can do this with help of cost effective manufacturing by companies. Having a effective price
of product allows consumers to buy the item. Sometimes, industries looks with normal point of
view in society which results in loss to entities(Nguyen and Simkin, 2012). Their annual revenue
goes down, to overcome these things company uses some special technique to make their
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strategies great and can provide there helping hands in economy. It is a responsibility of
industries to manufacture quality product as per the decision of buyers. If responsibility is not
maintained correctly than industries has to suffer because of disappointment by the buyers. The
industry should be build at place from where they can easily supply items and products ultimate
customers.
The objectives of companies are in common in nature, but they needed to be S.M.A.R.T:-
S- Specific: Whatever the goals are, they should be easy and understandable. So that
companies won't be having any problems in achieving those.
M- Measurable: To attain the objectives, company set those criteria which are
measurable.
A- Achievable: Goal setting is a difficult task, but the goal should be achievable within
time period available
R- Relevant: Before heading into any goal, make sure that the goals are applicable or
appropriate and work has to be done in the right direction. Goals can be anything like – profit
maximise, hiring new employee etc.
T- Time Bound: To complete any objective or goal on time than there should be a
deadline.
As, each and every single thing is very useful in developing successful tactics which
additionally makes easy in survival and gainful.
TASK 3
P4 Develop and evaluate the basic marketing plan for Cadbury
A marketing plan always help the industries to grow in a right manner, thus companies
make a detailed profile or the outline for advertisement in upcoming year. Marketing plan tells
about the activities included in marketing goals with frame. It involves situation analysis, action
plan, budget, sales forecasting, market strategies along with the financial statements. This
document of plan helps the industries to accomplish targets or goals.
Few steps which can be taken to achieve targets are as follows:-
1. Situation Analysis:
 consider the company's goals: The target of the situation analysis is done after looking
at present market condition, with the help of this modification can be determined and
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implemented. All the criteria should be done after looking at the company's mission and
objectives(Papasolomou and Melanthiou, 2012). Company needs to identify whether
Cadbury's marketing plan is supporting the industry to accoplish there target or not.
 Evaluate present marketing advantages and challenges: It is require to know what
things are drawing attention of the consumers towards Cadbury. Thus, the strengths of
company is pulling customers towards the business and somewhere these strengths are
significant marketing advantage.
 Research your target market: This is required by industries to know the needs and
wants of customers, and target market as well. This will be a great thing to communicate
with customers to know whether the product is meeting there needs and wants or not.
 Understand the external opportunities and threats: Thus it is important to gather
information about the external attributes, if you do not work over external attributes than
these will be utilised by competitors (Purvis, 2016). This helps to know which factor is
affecting the business in postive manner if it is affecting in positive than it can be utilised
by companies and affecting oppositely than it can be ignored.
2. Evaluate company's Strengths and Weaknesses:
 Through mail and surveys: It is important to keep the sample precise and simple. This
is helpful for the company to know there strength and weaknesses. Though it will help to
have strengthen the marketing plan.
 Conduct email and phones surveys: This can be done if one has the list of present mail
address of buyers which can be gathered to contact the customersTonkin and Cutroni,
2011). Phone surveys can be done if the company is having a contact details too. This can
be helpful to know the feedback about the customers.
 Conduct personal interviews: Personal interviews can help the companies in a very
great manner, by having a face-to-face interaction a company can know whether
customers is satisfied with product or services, they can also know what improvement is
require in the business.
3. Brainstorming Marketing plan:
 Information gathering: Collecting information about the projected market flow, trend,
and it also helps to know the expenditure will rise in future or not, thus it actually helped
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