Marketing Essentials: Cadbury's Marketing Plan and Strategies

This report provides a comprehensive analysis of Cadbury's marketing strategies, focusing on marketing essentials, the marketing mix, and competitive positioning. The report begins with an introduction to marketing concepts, emphasizing the role and responsibilities of marketing functions. It delves into Cadbury's organizational culture and key marketing functions, including marketing information management, distribution channels, financing, product/service management, pricing, promotion, and selling. The report then examines the interrelation between the marketing department and other departments within Cadbury, such as human resources, finance, production, sales, and IT, highlighting how these departments collaborate to achieve organizational goals. Furthermore, the report explores how Cadbury applies the marketing mix (product, price, place, promotion, people, process, and physical evidence) for planning and compares Cadbury's marketing mix with that of its competitor, Nestle, to provide a comparative analysis of their strategies in the confectionery market. Finally, the report concludes with a summary of the key findings and insights gained from the analysis.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Marketing concept as well as its role and responsibilities in marketing function.............1
P2: Role and responsibilities of marketing department in widening an organization............4
TASK 2............................................................................................................................................6
P3 Different ways through which enterprises can apply marketing mix for process of planning
................................................................................................................................................6
TASK 3............................................................................................................................................9
P4 A marketing plan for Cadbury..........................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Marketing is regarded as necessary factor in company and it is helpful in conduct
business or company in significant manner. In this, it plays essential role in making firm more
successful. Functions those are performed through marketing department are promotion, sales,
customer services, advertisement and many others (Raj, Walters and Rashid, 2012). It is a
responsibility of marketing manager to conduct all activities and operations related with
marketing in an effective or significant manner. This given assignment is based on Cadbury
which deals in confectionery business. It is considered as second largest brand in the world
which operated its business in 50 countries almost. In this given report discuss about the
interrelation of marketing function with other. Key responsibilities and roles of the marketing
functions will be discussed in given report. Under mention report will be mention about
comparison among marketing mix of two different organisation.
TASK 1
P1 Marketing concept as well as its role and responsibilities in marketing function
In today competitive world, an organisation use various tactics to marketing its business
at marketplace in a wider manner. Owners of such companies are known at everywhere due to
their way of earning money by selling its products or services. Marketing division performs
various functions in order to satisfy demand of customers which are basically divided into 7
main concept that are distribution channels, financing an industry, marketing information
management, setting the price of commodities, promotional channels, product and service
management (Marketing essentials of Cadbury. 2018). By performing these functions in a proper
way, an enterprise can analyse new trends of market place in an effective manner as well as
determine desires of consumers. In addition to this, it also helpful in completing the same on
time also.
Cadbury is a British multinational company that offers confectionery products. It operates
business in more than 50 countries and sold food items and beverages like tea, coffee and
chocolate. This firm wants to achieve the largest position in UK and expanding its business in
different locations of other international countries. Therefore, it has introduced high profile
organisational culture in business which is based on Charles Handy's model. This model has
identified four kinds of culture that are-
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 Power culture: In this era, whole responsibilities of getting right work of employees on
individual basis is taken by leaders or small group of an enterprise.
 Role culture: It defines power and role of that individual person who strictly control
activities of all workers.
 Task culture: It states that those people who have power will complete a task in more
effective manner.
 Person culture: This type of culture concerns more on individual and complete their
basic needs is main priority of such organisations.
The major functions of marketing in Cadbury can be described in following way:-
Illustration 1: Marketing Strategies
(Sources: Marketing Strategies,2018)
 Marketing Information Management: This function of marketing department aids a
firm in understanding needs of customers and their desires in a more specific manner. In
this process, marketers used to collect information by taking feedback of consumers,
carrying a survey through market research or reviewing published report (Puddle, 2015) .
In addition to this, they can also tract performance of business products at marketplace by
monitor review on own sites and social media like Twitter, Facebook and more.
 Distribution Channels: It reflects the strategy of a company used to deliver products or
services as well as way of obtaining the same by customers. Small business organisation
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like Cadbury used to sell commodities directly through sales team or consumers can get
at stores of these. This firm has formulated effective strategies in order to increase sales
performance like it has opened all stores in populated and targeted area where customers
can easily get products of their choice.
 Financing: This is the major function among all in which marketers aid enterprises in
identifying sources where owners can obtain finance. In addition to this, successful
marketing helps companies in providing a regular flow of revenue through which they
can pay for further business operations in a proper manner. Activities performed by
managers strengthen customer loyalty aid in securing long-term revenues also.
 Product/Service Management: In this era, marketers are required to identify demand
and need of targeted people in a proper way. In addition to this, they should determine
status of them also so that purchasing power can be identified (Koontz, 2010). Through
this type of information, they can help enterprise in adding more features in products or
services so that requirement of customers can be fulfilled. These things aid enterprise in
enhancing brand image as well as increasing sales performance in a profitable way. In
context with Cadbury, for product differentiation it has always used to put a signature on
brands. It shows the most dynamic part of strategies in terms of management. In addition
to this, its amazing tasty product like Dairy Milk, Creme Egg, usage
 Pricing: This function also plays an important role in enhancing sales performance of a
company. In this process, a firm needs to focus more on analysing number of competitors
it has which would help in formulating effective price strategies. In this situation as
Cadbury is a premium brand and targeted audience belongs to all kind of classes
therefore, it offers a wide range of products and price them on affordable rates. Due to
large number of competitors like Louis Vuitton, Hermes International etc. global
expansion into economies and more, this firm has faced various problems such as
financial crises. So, it has to offer commodities on lower price rates.
 Promotion: This function of a company helps in creating awareness among targeted
customers about its commodities or services (Rother, 2010). It incudes various techniques
of marketing products like advertising, telemarketing, various promotional activities such
as campaigning and more. In this manner, Cadbury has made a huge investment for
spending on channels like radio and online advertisement. As comparison to other, these
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sources are cheaper and cost effectiveness also. In addition to this, it has also used to
promote its products or services such as newspapers and magazine advertising, internship
offers, customer membership discounts and more.
 Selling: Since concept of marketing and selling interconnected with each others so it is
the last and main function of marketing in an enterprise. In this era, marketers aid sales
division by generating leads for them through which they can sell products easily as per
requirement of customers in a more easy way. In context with Cadbury, marketing
department by creating awareness and building preferences for a product in customers
helps in selling more commodities.
P2: Role and responsibilities of marketing department in widening an organization
Every organisation has different department that are formulated by administration to
execute business operations effectively. HR, operation, finance, IT, marketing, sales, research
and development are various segments which help Cadbury to enhance image and reputation in
market. Marketing team plays essential role in company to attract customers by informing them
about products and services. Marketing plan is formulated by which comprises 7P's that is
product, price, place, promotion, people, process and physical evidence. Along this, budget is set
for each promotional tactics used to target customers. Thus, there is relation between
departments which are discussed below:
Human resource and marketing department: Recruitment, selection, compensation,
training and development are various practices executed by employer of Cadbury. This helps
them to have adequate workforce which are skilled and have ability to function effectively.
Management provide duties and tasks to staff in according to their skills and abilities (Pike,
2015). Session, seminars and meeting are executed to enhance capabilities of marketing
members, so that they are able to enhance image and goodwill in market.
Finance and marketing department: Organisation require to have adequate capital to
conduct business activities and have appropriate resources. Ledger, balance sheet, trial balance
and profit & loss are financial statement that are formulated by management of Cadbury to have
accurate and complete information about expenses and income level (Wirtz, 2012). Marketing
department require to get appropriate funds to use different promotional techniques that is sales
promotion, advertising, social media and online marketing to inform people about variety of
products and services. This help superiors to attract people by giving them information about
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packages, features and benefits of items. Thus, management is able to establish competitive
advantage and position firm higher than competitors.
Production and marketing department: Operation unit responsibility is to manufacture
items and provide quality things and quick services to customers. Marketing unit has complete
knowledge and information about demands of people. This help Cadbury to direct members and
make them provide things in respect to taste and preference of customers.
Sales and marketing department: Sales team interact and communicate with people to
influence and persuade them to purchase things. In Cadbury, marketing members uses
promotional techniques that is sales promotion, advertising, online marketing to inform people
about items and services. This help management to easily attract customers by providing them
information about packages. Thus, seniors are able to enhance sales and profit by giving clients
data about variety of items.
Marketing department's relationship with IT : It has been analysed that interrelationship
in between these two departments may help a business organisation in different ways. Some of
major help that IT department gives to marketing like: Website development and e-commerce
and these are two major elements of informatics technology section that can aid Cadbury in
different areas through which improvisation of sales of products and services can be done in an
appropriate manner (Peter and Donnelly, 2011). Along with this, it has been analysed that
relation among these two departments is must in order to deliver good experiences to customers
right on time.
Marketing relationship with Research and development department : Relationship in
between these two departments may aid Cadbury in developing a powerful competitive weapon
against rivals. When both marketing and R& D helps organisation is developing strategies
through which consumer's needs and wants can be located. After this, it is job of marketing
department to utilise gathered information which was being brought by R & D department in
order to gain attention of customer's high in numbers. Through this, both of their jobs easier and
their results more productive in nature. This is a powerful competitive weapon since this is not
the case at many companies.
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TASK 2
P3 Different ways through which enterprises can apply marketing mix for process of planning
In order to analyse how business of a company is going at marketplace as well as
evaluating effectiveness of own strategy used to promoting goods or services, managers can use
the best technique name by marketing mix (Judge and Robbins, 2015). It constitutes 7 P's that
are product, price, place, promotion, people, process and physical evidence which help in
evaluating position of an enterprise at marketplace. Through this method they can develop
strategies also. In this manner, marketing mix strategy of Cadbury with its competitor like Nestle
in the following manner:-
Basis Cadbury Nestle
Product This company deals in confectionery
products The brand name of this firm is
associated with high class quality and
amazing taste through which it has
awarded second best company in the
world. Its products can be categorised
into five main categories that are
Beverages, Gum, Candy, Chocolate and
Biscuits. In addition to this, best selling
items of this company are Dairy Milk,
Jelly Babies, Black Jack chews and more.
Special attention to quality of products
and nutrition level show that this firm has
gained a good position at marketplace.
This firm also offers wide range of
products.
It is a prominent company whose
brand deals also deals in confectionery
and food sectors. Through richness
and good taste of products of this firm
are liked by much portion of
population. It emphasis more on
premium quality of commodities like
Dairy products such as Nestle milk;
Chocolates like Milky Bar, Polo;
Beverages as Nescafe and the last
segment is Ready to cook foods which
are Maggie, Pasta, Sauce and more.
All these goods are available in best
quality which attains minds of
customers in high manner (Malhotra,
Birks and Wills, 2013).
Price In order to keep attention and retention of
customers towards its products, this firm
offers the same on affordable price. In
addition to this, pricing strategy of its
Products of this firm like chocolate,
Maggie and more are available on
premium price policy. It has made a
large investment in maintaining
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competitors are also not much high which
give opportunity to this firm to offer
products on not much low costs. Price
rate of products also depend on area in
which it serves. Therefore, it serves
commodities on low to high rates so that
all kind of customers can purchase as per
purchasing power of them.
quality of items. Due to richness of
quality, it doesn't offer items on low
price rates or any other type of
discounts. This firm also targeted
customers belong to middle class.
Price rates of chocolates and
beverages are almost same as of
Cadbury (Hagan, 2011). Thus, it has
seen that price strategy of Nestle is
mostly dependent on quality of
products, geographical area where it
serves and competitors present at
same marketplace.
Place In order to gain large customer base,
Cadbury has used to offer its products in
most populated urban and rural area both.
The main motive of this company is to
“Taste like this feelings” so to achieve
this, it has coordinated all departmental
stores and outlets with latest and efficient
technologies so that nutrition level
products must be high (Gummesson,
2011). People don't make wrong
perception about such confectionery
items that it will make them fatty or affect
on their health, this firm concerns more
on quality and hygiene level. This firm
has large and effective distribution
channels which deliver commodities in
fast manner without any mistake.
For convenience of consumers, Nestle
used to offer products on all locations.
In this context, this firm makes
different strategies like selective
distribution, franchising technique,
intensive and more to make distribute
its products in almost every part of
world. In addition to this, it has
analysed that 90% of total sales, this
firm generate revenue by selling
products in European countries.
Mostly, it follows FMCG channel of
distribution.
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Promotion This company has used both online and
offline techniques to promote its product
or service in national and international
market area. For advertisement, it has
used social media and own website which
help in developing good connection and
relationship with customers in an easy
way. Along with this, it has also used
high-class magazines and visual media to
launch the same.
For promotional activities, Nestle use
unique marketing ideas such as
Nescafe tunes, Maggie which is
associated with 2 minutes snacks and
more. This company also use media
like hoardings, TV, online ads,
hoardings and more.
People As products are belong to confectionery
business so, this firm targeted all sorts of
high and medium class of people both. As
it has evaluated that products of this
company are available in almost every
part of world. Availability of products are
in found both in urban and rural areas.
Along with this, provide products on both
online and offline procedure aid
consumers to acquire the same easily and
enjoy every taste of it (Lamb, Hair and
McDaniel, 2011).
Products of Nestle are found in almost
all type of categories. Behind quality
of such items, the main effort is done
by workers associates with this firm.
Therefore, it focuses on recruiting the
best people in workplace who are high
skilled and able to manufacture high
quality of items. Along with this, it
target audience of all categories and
offers products on different range of
prices as per quantity so that people of
each category can afford the same.
Process This enterprise has majorly focused on
quality and freshness of products. It uses
highest technology to make confectionery
items. Along with this, to keep freshness
of items it used to give cool storage
containers to shop keepers which shoes
the best part of this firm. It will assist
customers to buy such goods and enjoy
As all commodities are belonged to
high quality so, it concerns more on
each and every step of manufacturing.
But due to some rumours spread about
products of Nestle like Maggie that I
contains unhygienic ingredients, assist
this firm to concern more on
production technique and made
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taste. changes as well.
Physical
Evidence
Marketing managers of Cadbury use to
take regular feedback and reviews of
customers who avail its products. This
would help in improving and modifying
its commodities in a high manner.
Marketing team of Nestle also used to
concern more on taking feedback of
customers by using different
marketing techniques. Its managers
used to read review of people by using
its websites and social services.
TASK 3
P4 A marketing plan for Cadbury
Marketing of a company mainly focuses more on providing value to consumers by
delivering products as per their needs and entailing complete information about business in a
proper manner. It constitutes several activities for improving and enhancing brand image of a
company which further aid in increasing sales performance of an enterprise also. In context with
marketing plan, it involves entire activities which will be carried out for achievement of targeted
goals and objectives of an organisation (Ebert and Griffin, 2015). It also highlights what type of
programs will be carried out by marketing department through which revenues can be earned in a
high manner. This type of plan made in both type of formal and informal structure as per demand
of business. It shows mission, vision and objectives of a company that helps people associated
with firm to understand their roles and responsibilities in a proper way and perform accordingly.
A marketing plan also evaluate the current and desired position of an enterprise along
with their competitors present in same marketplace. In addition to this, it suggest marketing and
other departments of company to how to improve their performance and contribute efforts in
achieving a good position at marketplace as well as giving a tough competition to rivals. But, in
this process managers are required to conduct a proper market research which helps in evaluating
problems occur in business related to low sales performance as well as procedure to resolve them
also. Beside this it also aid in determining need and desire of customers also (Mihart, 2012). As
per present scenario, a marketing has to be formulated for Cadbury therefore, managers of this
company are required to make a proper budget as per need of conducting activities of such plan.
Currently, this firm wants to expand its market area and acquires a strong position. So, its
marketing team use various techniques like SWOT and STP to evaluate strengths and weakness
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of business as well as opportunities through which the same can be enhanced. These methods
also help in analysing threats for business of company that act as barriers in achievement of
success.
Overview of Cadbury:
Cadbury deals in manufacturing sector and produce confectionery products in almost all
sector of the world. It was founded by John Cadbury in 1824 and headquartered in Birmingham,
UK. Currently, more than 71,000 workers are working in this company whose efforts make
happen to gain achievement like second best firm in the world.
Mission and Vision Statement of Cadbury
Vision: This statement shows purpose of business of an enterprise as well as short-term
goal through which employees and employers can understand objectives and work accordingly.
In this manner, Vision of Cadbury is “ Work in collaboration in order to create brands which
people love”.
Mission: This statement shows long term goal and primary objectives of a company as
well as purpose behind existence of business. This would help in maintaining and developing
business in global market. In addition to this, it also aid marketing managers in building strong
and unique strategies through which brand image of a firm can keep for a long time. Thus, this
company's mission statement is “Cadbury is another name of quality and promise to always keep
this. Reputation of business is to build upon quality”.
Goals and objectives of Cadbury:
The main objective of Cadbury is to become the largest manufacturer in confectionery
business in world (Campbell and Martin, 2015). Therefore, for achieving this objectives, its
employers and management puts large efforts on making products of high quality and serve as
per taste of targeted audience. In terms of long term goals and objectives, this firm wants to
integrate beauty, reinforce supply chain and expand its business in more countries. Therefore, its
marketing manager has formulate a marketing plan. The main purpose behind this marketing
plan for this manufacturing industry is to increase its sales performance at international market.
SWOT Analysis of Cadbury
Strengths Weaknesses
In confectionery market, Cadbury is
considered as world's leader whose products
Some rumours are spread of Cadbury like
rodents in chocolates, infected food items and
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are available in more than 200 countries. Its
commodities are blesses with high brand
loyalty. Its marketing strategies like 'kuch
meetha ho jaye' and offer products in
celebrations pack on discounts help this firm in
gaining advantage from competitors.
more shows major weakness of this firm. It
puts a large impact on sales performance also
(Ormrod, 2014). Thus, it needs to control
quality of goods and make improvement in the
same.
Opportunities Threats
If this firm overcome from its weakness then it
will give opportunity to grab more attention of
customers. By penetrating in rural market and
distribute in such area in effective manner, aid
Cadbury in boosting presence of brands.
Due to health consciousness among people,
puts a large threat over confectionery business.
They are now started to avoid such products
which may affect their health.
STP Model of Cadbury Segmentation: As this firm has operated its business in various countries so determining
taste and preference of each customer is a most complex procedure. Therefore, it has
adopted market segmentation strategy through which people are divided on the basis of
similar characteristics and demographics (Nguyen and Simkin, 2012). It would help in
reaching potential customers. Targeting: Cadbury Company mostly targeted middle class people and offers them
products as per purchasing power of them.
 Positioning: Slogan of Cadbury “Taste like this feelings” define high positioning brand
of this company.
As confectionery products like chocolate bars, drinking chocolates and more of Cadbury
are liked by every individual belongs to each category of age. This part indicate the enjoyment
and fun of products as per view of customers.
Marketing strategy: In order to keep attention of every individual and assist them to
purchase products, management of Cadbury use various marketing strategies (Berkowitz, 2016).
To gain revenues and generate more profits, this firm needs to make modifications in system and
11

offer some new taste in products. For this process, currently it wants to increase sales
performance with atleast 20% more on annual basis.
Execution: It is considered as the main step in which management of Cadbury needs to
execute all strategies in a proper manner. This would help in attracting minds of customers
towards its products adequately through which targeted sales can be achieved.
Evaluation: Under this process, management needs to examine methodologies, tools and
techniques through which set goals can be accomplished in predetermined time. It includes
sales and market share analysis techniques.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 80000 26000 20000 13000 22000
Investment 24000 14000 17000 18000
Total 80000 50000 34000 30000 40000
Marketing
expenditures
Advertisement 9000 8000 8000 9000 6000
sales promotion 6000 5000 2000 6000 7000
Direct marketing 7000 4000 5000 8000 3000
Total 22000 17000 15000 23000 16000
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Available balance 58000 33000 19000 7000 24000
CONCLUSION
It has been concluded from the above given report marketing is broad concept which
needed to execute in all business firm in an effective manner. The marketing manager focus on
attract large number of consumers by perform effective marketing related activities in significant
way. Human resource, finance, production, marketing, sales, IT, research and development are
various department which have interrelation with each other. It is essential that business
activities are executed effectively. The HR department of Cadbury firm recruit capable
employees which can perform their job responsibilities properly and effectively. In this report
studied about comparisons between marketing mix of two different organisation. The roles and
responsibilities of marketing has also been discussed under this mention report in significant
way.
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Online
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