Marketing Essentials Report: Cadbury's Marketing Strategy and Planning

This report offers a comprehensive analysis of Cadbury's marketing strategies, starting with an overview of the company, its mission, vision, and objectives. It delves into the key roles and responsibilities of marketing functions, including setting marketing strategies, conducting market research, product development, communication, and organizing events. The report examines the role of marketing within the broader organizational context, emphasizing the importance of understanding the marketing environment. It then compares how different organizations apply the marketing mix, using Cadbury as a case study to demonstrate how business objectives are achieved. The report concludes with the development and evaluation of a strategic marketing plan that applies the 7Ps of the marketing mix to achieve marketing objectives, making this report valuable for anyone studying marketing.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
P1:Key roles and responsibilities of the marketing functions ...............................................4
M1:Role and responsibilities of marketing in context of marketing environment.................7
P2: Role and responsibilities of marketing in relation with wider organisational context.....7
M2: Significance of interrelationships between marketing and other functional units of an
organisation. ........................................................................................................................10
D1: Key elements of marketing function and its interrelation with other functions ...........10
TASK 2..........................................................................................................................................10
P3. Comparison of the ways in which different organisations apply the marketing mix to the
marketing planning...............................................................................................................10
M3: Tactics applied by Cadbury to demonstrate ways by which business objectives are
achieved................................................................................................................................15
P4, M4 :MARKET PLAN....................................................................................................15
D2: Strategic marketing plan that applies usage of 7P 's to achieve marketing objectives- 17
CONCLUSION..............................................................................................................................18
REFERENCES .............................................................................................................................20

INTRODUCTION
Marketing is the most vital element in the present business world because it helps in
enhancing the sale and purchase of good and services. This concept is very essential because it
helps in accomplishing the business goals and objectives by identifying the customer needs and
demands and working effectively to fulfil them (Van der Wagen, 2015). It is a concept which
interacts the business activities in order to design the planning, promotions, distribution, etc.
activities of marketing. Organisation undertaken in this report is Cadbury which has initiated its
business operations from the year 1824 and deals in serving chocolates, confectionery, etc. for
people. This report will explain role of marketing and its inter relationship with other functional
units of the organisation. It will support in comparing the organisations which makes use of
marketing mix elements so that overall business objectives can be attained. The last part of report
will develop and evaluate the basic marketing plan.
Overview-
Cadbury is a British based multinational company which is owned by Mondelez
International (originally Kraft Foods). This company is one of the world's leading confectionery
brand and is famous for producing quality chocolates all over the world. Some of its well known
products are dairy milk chocolate, crème egg, bournvita , oreo biscuits ,etc. Today, It has
expanded its business in more than 200 countries and its chocolates are loved by people globally.
Recently, Cadbury is planning to introduce sugar free chocolates which will target health
conscious customers.
Mission-
The mission of Cadbury is to “ To provide quality chocolates by choosing best cocoa
beans while manufacturing, in order to satisfy its target audience.” It aims to keep
modifying its chocolates to attract large number of its customers. Cadbury wants to go ahead of
its competitors like Mars, Nestle and so on. Although this brand is already everyone's favourite
but it want to expand its market share and target more consumers (Van der Wagen, 2015).
Vision-
The vision of Cadbury is to “ To work together in order to create brands that is loved
by people. ” Its basic goal is to form more brands like Oreo biscuits, bournvita, etc. in order to
satisfy its customers by providing them good taste with good quality. This organisation is

working to fulfil its vision by keep on improving its quality. Its basic goal is to provide
maximum customer satisfaction and to attain its share in the market.
Objectives-
They are goals, purposes and aims towards which an organisation is working. It is the
set of activities which a company wants to achieve in future. The basic objective of this
enterprise is to satisfy customers as its success relies on its comsumers. For this , Cadbury is
putting a lot of efforts in order to meet the demand and need of its targeted audience. Some of
the other objectives of Cadbury can be seen below-
1. To become world's number 1 confectionery brand and be ahead of its competitors
and to increase growth, quality, and productivity of its products with the help of
technology.
2. To introduce sugar-free chocolates to target health conscious customers and
elders. This will help this company to expand its market share.
3. To achieve profitable growth in beverages, biscuits and chocolate segment by
adding value to existing products . It can be done by attractive pacakaging.
4. To increase the sales of Cadbury by 20% in upcoming one year.
TASK 1
P1:Key roles and responsibilities of the marketing functions
Marketing is an important as well as most critical tool for running a business successfully
in today's modern era. It includes large number of tasks such as, understanding marketplace,
analysis of consumer demands, creating good relationship, developing effective market strategy,
and also to provide quality to customers in form of better products. Marketing functions provides
aid in identifying new potential product for a market and also deals with promotion of the
product to ensure its success. These functions are responsible for future development and growth
of organisation (Van der Wagen, 2015). The main functions involved in marketing are marketing
research, product planning, development of product, promotion, sales and finally providing
customer service. Cadbury is a very big and popular brand of chocolates industry, therefore it
become necessary for them to conduct all marketing functions and to fulfil all roles and
responsibilities related to marketing. It is the responsibility of marketing function to increase the

market share of Cadbury and contribute in overall growth of company through increasing sales
and profitability. Roles and responsibility of an effective marketing functions are as follows:
Setting marketing strategy
It is the responsibility of marketing managers or senior member to adopt and implement
a marketing strategy which is parallel to overall plan and strategy of company and aims at
achieving the target and objective of the organisation. The strategy selected for marketing should
completely focus on the main objective of company which can be, getting an increase in market
share through launching a new product or through entering a new sector (Rowley, 2017). The
marketing department should take approval on strategy adopted from board of directors or senior
management team before implementing it in detail. This will reduce the chance of failure and
makes strategy more effective and efficient for timely and better achievement of the goals.
Market research
It is one of the key responsibility of market function to do proper market research.
Regular market analysis and research helps in early identification of market opportunities and
provides a better understanding of wants of customer. Proper market analysis also show the
strengths and weaknesses of existing competitors. Timely examination of this information about
competitors provide sufficient time to take relevant action to protect the business from strengths
of competitors and also provides a opportunity to win or take over business of weaker
competitors. An effective market research can be conducted through studying various industry
reports, analysing the data available on various websites, or even through directly contacting
potential customer to understand their needs and wants. Some large organisations having
sufficient money, can appoint a market research firm to collect all relevant information regarding
the market, new business opportunities and about the taste and preferences of customers. This
will save their time and effort and also provide a detailed, up-to-date information about the
prevailing market conditions and situations.
Internal or External product development
Marketing department is the one which establish direct contact with customers, hence
understand the needs and wants of the customers. So, its become responsibility of marketing
team to work with internal manufacturing department and also with external product
development department. Marketing department can help them in developing a new product or to
make improvements in an existing product according to desires of customers. Marketing

function also includes analysis of sales volume of an existing product and identify the reasons or
action which can lead to increase in the quantum of sales and hence increasing overall
profitability of the organisation. Proper analysis of market and current conditions also helps in
deciding the most relevant price which will ultimately fosters its sales. This marketing functions
also helps in preparing an effective plan to launch a new product as per the need and requirement
of market in which product is launching. Proper market research always reduces the threat of
failure and provide a little assurance about the success of product as well as for overall increase
in the performance of organisation.
Communication and promotional materials
It is the responsibility of marketing function to promote and increase the awareness about
company's product to make it popular among the customers. Different promotional activities are
adopted by marketing department for better promotion which totally depends on availability of
budget, type of product for which promotion required, etc. Promotion of an product can be
through, aggressive advertising, proper use of digital media or social media, effective use of
company website and many other modes are also available to develop a close and effective
relation with customer (Pooler, 2018). Marketing department can also plan a campaigns and can
develop a effective material for communication. Organisation may write or draft a promotional
material by their own if having the proper skills or they can appoint a advertising firm or agency
to draft or write a material providing all relevant information about the product and company.
This will ultimately increase the brand image and makes product more popular and famous
among the customers.
Organise exhibitions, seminars and events
To organise different events is also the responsibility of marketing function. Events may
include exhibitions, sales conference, seminars and also include customer hospitality events.
The main aim of all these events is to increase the sales or to create awareness about the product
or company to ensure the growth and development of the organisation (Pike, 2015). Some
organisation also take parts in events focusing on social welfare as it increase its public
reputation and hence, attracts more customers. Organising an event require proper planning for
deciding logistics of the event, booking exhibitions booths and also meeting other facilities.
Marketing function also deals with providing event material showing or revealing the best
qualities of product and company in form of displays, presentation and handouts. It is also the

responsibility of marketing function to ensure a good amount of attendance of customers or other
people to increase the approach or reach of the product. As if more individuals attend the events
or seminars, then more people will get information about the new innovation and product,which
will ultimately increases the scope of product and helps in increasing the market share of the
company, ensuring future growth of organisation.
M1:Role and responsibilities of marketing in context of marketing environment
Marketing is very important for all organisation to reach its target audience. It plays a
vital role in identifying new trends of dynamic environment. In today's era it become necessary
for all companies to conduct timely market research to understand and analyse the current needs
and change in the taste and preference of consumer. Proper understanding of environmental
changes help in developing a product or service which fulfils the need and demand of customer
and thus helps in increasing the sales (Purvis, 2015). Proper and timely marketing research
brings out a balance between organisational objective and prevailing opportunities in the market
as early detection of wants of customer provide adequate time to company for making a plan to
grab the opportunity first i.e. before its competitors. Cadbury is also making use of effective
marketing strategies to increase its market share and to meet this objective of increasing sales,
they are also planning to launch a new product. Cadbury also aim at increasing its sales and
profitability, therefore they are doing timely research and using aggressive advertising policy for
promotion of its product and for creating a brand image.
P2: Role and responsibilities of marketing in relation with wider organisational context
To survive in a global and unsteady market or environment, it becomes necessary for all
organisation (irrespective of its size or sector) to adopt an aggressive marketing to commercialize
their products or services to remain profit oriented and to ensure its growth. Marketing is not
only related with sales and advertising, there are many more functions performed by marketing
and it is also interlinked with other functions of an organisation. Marketing involves all those
action required to draw attention of a potential customer and inspire them for buying the product.
It also help in maintaining the good relationship with customers to maintain the good amount of
sales volume which might be reduced if existing customer of company started using other
product. Thus, it is essential for marketing team to maintain current customer and to reach and
attract new customers for product or services. This can not be achieved by marketing alone. This

require a proper relation and connection between different functions performed in an
organisation.
Cadbury is a popular brand in world of quality chocolates. To maintain its position and
ensure future growth, marketing team of cad bury has to perform a lot tasks which comprises of
identifying potential consumers, checking the quality of products as it is up to the expectation of
customers or not, selecting the most appropriate market for that product and all other activities
needed to develop the product successfully in the target market. Cadbury has to focus on
providing more quality product which is needed to be superior and better than other existing
competitors. For better sales and customer satisfaction marketing alone is not sufficient
(Rowley, 2016). The product should be of good quality, have an attractive packing and also meet
the desire or expectation of customer. Therefore success of an product depends on the level of
corroboration between different functions of an organisation. To remain at good position and to
increase its sales and quality of product, Cadbury also give importance and try to set a proper
interconnection between marketing and other functions . Role and responsibility of marketing in
setting a link and co-ordination between different functions of an organisation are as follows:
Relation of marketing with other departments and functions
Marketing and operation
To remain ahead of its competitors Cadbury has to focus on the quality of product which
should be better than its competitors and should fulfil the desire of its customer. The quality of
product is totally depends on the operation department. This department deals with the
manufacturing process (including packaging), and distribution process, which have a great effect
in minds of customer. For Cadbury, marketing department conducts timely research to
understand the taste and preference and collect all relevant information regarding the quality of
product. It is the responsibility of marketing team to clearly provide all collected information to
operation department regarding expectation of customer. It is duty of operation department to
provide a product completely meeting with the taste and liking of the consumer. While
manufacturing a product Cadbury also focus on the health of consumer. An effective marketing
for a perfect quality product, definitely yield a positive result for Cadbury and helps in increasing
in sales and profitability.
Marketing and HR

Human resource department is basically related with recruitment and training of
employees. Their aim is to maintain the quality of employees working in the organisation. This is
done through proper training, motivation and by providing opportunity for complete professional
development for an individual. To achieve its objective more effectively and efficiently,Cadbury
require a well qualified professional team of marketing that can be done through HR department.
HR department provide a capable, fully skilled and qualified marketing team for timely
achievement of goal. It also provide relevant training and knowledge for better performance and
create a positive and motivated atmosphere inside the organisation which help in increasing the
overall performance of the employees (Stern and Porr, 2017). For Cadbury, role of marketing
for HR department is that, it attracts the individuals for applying for the job vacancies in the
organisation. It is the responsibility of marketing department to understand the job description
provided by HR and to draft a proper advertisement and to use any other mode to reach the
qualified people and provide a pool of suitable individuals from which HR department can select
the most perfect individual for the job.
Marketing and R & D
Research and development department deals with innovation and new ideas for providing
better product meeting the required standard of customers. Marketing department provides a base
for R & D department by informing about the current standard and demand of the consumer.
R&D conduct proper research and experiments for developing a product which is suitable for
health of consumer and at the same time provide maximum satisfaction (Eng, 2017). Marketing
department of Cadbury has concluded from market research that peoples are getting more
conscious for their health and wants to avoid intake of sugar. To meet this desire of customers
and to attract more consumer, R&D department of Cadbury is developing a new product which
is sugar free. In Cadbury, marketing department aims at understanding the needs of customer and
R&D focuses on new innovation for fulfilling that need in most effective way.
Marketing and finance
Preparation of budget for each department is the duty of finance department. It basically
deals with the source of income and expenditure. Cadbury is a big enterprise, so its requirement
of finance for marketing is high. To handle competition prevailing in the target market, Cadbury
needs to spend more on its promotional activities, like for aggressive advertisement and for other
effective mode of marketing. Thus it is necessary that finance department should understand the

need of marketing department and should provide adequate amount of finance to achieve the
organisation goal.
M2: Significance of interrelationships between marketing and other functional units of an
organisation.
The main significance of interrelation of marketing with other departments is that it helps
in easy achievement of organisational goals. Proper coordination of all departments of Cadbury
has helped in achievement of its high position in the market (Campbell, Martin and Fabos, 2018).
It is necessary to have a collaboration between departments to easily understand, analyse and
implement the needs and wants of the customer. Proper link between departments helps in
reducing confusion and conflicts and therefore, ensures timely completion of work and also helps
in maintaining the quality of product. All these things ultimately results in achievement of
objective trough increasing sales volume and profitability of organisation and ensures the
success and growth of organisation in long run.
D1: Key elements of marketing function and its interrelation with other functions
According to Brown (2016), it has been evaluated that marketing functions have played a
vital role in success of any business. It is very help full for attracting new customer and also help
in maintaining healthy relationship with exiting as well with potential customer. The main
functions of marketing department of Cadbury includes, forming marketing strategies, research,
promotion and all other activities undertaken for increasing products sales and creating a brand
image for company. Cadbury also effectively adopted interrelation of different function which
reduces the chance of uncertainty and doubt between different departments and ensures on time
completion of work without any delays and also ensures better quality of product.
TASK 2
P3. Comparison of the ways in which different organisations apply the marketing mix to the
marketing planning.
It is a tool used by an organisation for developing strategy and influencing customers to
purchase its products. It consists of combination of factors which can be controlled by a
company. Marketing Mix consists of 7P s of marketing which are Product, price, place,
promotion. People, physical evidence and process. Here, marketing mix of Cadbury and Mars

will be discussed. Cadbury is a British based multinational company of chocolates. On the other
hand, Mars is an American based global company which deals with food products. Both these
companies use different tools and techniques which are described below-
Marketing Mix Cadbury Mars
Product It offers wide range of
products like dairy milk,
Cadbury eclairs, five star, perk
and bournville. It had not
limited its production in
chocolates only but it had also
expanded in biscuits and
beverages. It offers premium
Oreo biscuits which is a
favourite brand among
customers. Not only this,
Cadbury also provide
bournvita which is again
leader in milk additives.
Although Cadbury brand is
loved all over but it can
expand its branches in other
segments also.
It has wider range of products
as compared to Cadbury. It has
six segments of products
which are chocolates, petcare,
wrigly, Food, Drinks, and
Symbioscience (Bryson and
Daniels, 2015). There are
variety of products in each
brand. In chocolate segment it
offers snickers, galaxy, dove,
twix , milkway, candy, etc. It
also provides world class
healthy products in petcare
segment like pedigree, banfield
pet, whiskas, nutro,etc. Other
products of different segments
offered are juicy fruit,
lifesaver, doublemint, raris,
royko, falvia and so on.
Price The price of Cadbury products
is usually high because of its
good quality. Products like
oreo biscuits and beverages are
of high price because they
promise premium quality to
customers. But it is not same
This company follows mid
premium pricing strategy for
its products. It targets all kind
of customers. The products
offered by this organisation are
of medium price , which is nor
too high neither too low. This

in all cases as products like
five star , perk and eclairs are
available at low price. In all
these, Dairy milk is a winner
as it is available in different
prices and covers all
customers.
strategy helps customers in
buying these products without
spending a lot of money. It
also helps this company in
maintaining healthy
competition in market.
Place At present, Cadbury is
expanded in more than 200
countries. This brand is widely
known for its premium quality
chocolates. The distribution of
this company is widespread. It
covers all urban areas but rural
areas are not covered. The
reason is because demand in
these areas is low (Baker and
Magnini, 2016). Cadbury
products are easily available in
all retail shops and stores.
Customers can easily get these
chocolates because of its
availability.
This company had distributed
its segments in different
countries which helps to target
potential customers on the
basis of demographic and
geographic. Its distribution
channel is wide and it is easily
available in retail shops of
different countries. This
company has also tied up wit
retail houses such as walmart
in USA, hypermarket and
bigbazar in India , Tesco and
lidl in Europe, etc.
Promotion Cadbury has an amazing
promotional strategy for their
products. They use
advertisement mode for
promoting their products. They
position their products
differently. For example,
Mars uses various slogans and
tag lines for promoting their
products in order to build the
image of its products. This
company uses tagline “A Mars
a day helps you work, rest and
play.” This tag line helps in