Report: Marketing Essentials for Cadbury Confectionery Company

This report provides a comprehensive analysis of Cadbury's marketing essentials. It begins with an introduction to the concept of marketing and its application within Cadbury, a British multinational confectionery company. The report explores Cadbury's marketing process, including situation analysis, objectives, strategy development, implementation, tactics, and control mechanisms. It delves into the roles and responsibilities of a marketing manager within Cadbury, focusing on customer relationship management, employee management, and strategy development. The report examines the influence of marketing on other functional departments like human resources, research and development, operations, and finance. It emphasizes the importance and value of marketing, particularly in customer and employee management. The report then discusses the development of marketing strategy, providing a conclusion on the interrelationship with marketing. Finally, it analyzes Cadbury's marketing mix strategies, comparing them with those of Nestle, including product, price, place, and promotion strategies. The report highlights how Cadbury's marketing efforts contribute to its market position and success.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
1.the concept of marketing -cad bury .........................................................................................1
2.Overview of marketing process...............................................................................................2
3. Roles & Responsibilities of Marketing Manager in Cadbury.................................................3
4 Marketing influence and interrelates other functional department by ....................................3
5. Importance and value of marketing role.................................................................................4
Developing the Marketing Strategy............................................................................................4
6.Conclusion and interrelationship with marketing....................................................................4
7. Marketing-mix strategies........................................................................................................5
Developing the Marketing Strategy..........................................................................................12
8. Marketing plan for Cad bury.................................................................................................12
Conclusion.....................................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Marketing Essential is basically creating , promoting and delivering goods and services to
customer as their needs,demand and prefrences. Cadbury is British multinational confectionery
company. JHON CADBURY is founder of the company. Headquater establish in London ,
England and Uxbridge. Total number of employees are 83000.
MAIN BODY
1.the concept of marketing -cad bury
CAD-BURY is one of the most successful company who uses marketing concept in operating its
business. When someone say chocolate the first name come is cad bury just because of its
marketing concept which the company use. There are various concepts which help the company
PRODUCTION CONCEPT – This concept is one of the oldest method use by all. In this
method. In this method cud bury will lower their prices in order to attract the customers. This
concept tells us that customers will show there interest when there are low prices and product is
available easily so cad bury is using this concept as its product are cheap(Blut, Teller and Floh,
2018).
PRODUCT CONCEPT – As cad bury is the oldest company, in this concept focus on the
potential customer and the quality of the product and also the loyalty of the customer(Buss, and
Foley, 2019).
SELLING CONCEPT – In this marketer will concentrate upon the selling of products which
has been produce. In these there is aggressive advertisement to promote people to buy the
products
MARKETING CONCEPT – These is the one of the most famous concept in which it focuses
on competition in this cad bury focus in the need and want of the customers and then target the
customers as cud bury target all age of customers focuses on winning over everyone.
CURRENT TRENDS
 digital marketing
 social media platform
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 advertisement by celebrities
FUTURE TRENDS
 artificial intelligence
 advance social networking
 chat bots
2.Overview of marketing process
Situation
Situation is analysed to collect the information of locality where the business is currently
located. This study of the local market provides the information of the market opportunities.
Local demand of the product is analysed to optimize the current market status.
Objectives
The objectives are analysed to develop a plan and design the work area to achieve the
goals much faster and efficient way. Objectives of the marketing and business development are
decided as per the goals of Cadbury.
Strategy
Study of situation and objectives helps to develop a strategy or improve the previous
strategy to work more effectively. Implementation of the strategy ensures achievement of the
goals of Cadbury.
Tactics
To achieve the goals, the short term strategies(Tactics) are executed and the completion
of short term goals are milestones for Cadbury's market objective. By analysing the work order,
the execution of the strategy improves.
Action
The well execution of the actions ensure to work more efficiently and keep the work in
direction to achieve the goals. Cadbury tries to keep the execution of actions as strategy
preplanned.
Control
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Monitoring of the actions ensures the whether the goals are achieving or not and utilize the time
and improve the real-time performance of Cadbury in market.
3. Roles & Responsibilities of Marketing Manager in Cadbury
Marketing manager is the person who handle the marketing of the product of the company.
Marketing manager of Cadbury is responsible for following duties with In the company.
Customer Relationship Management: -Marketing Manager organize different surveys in the
market to seek the customer review to improve the product sales. In the terms of the Cadbury the
Marketing manager is responsible for a particular product Marketing and entire service of it. It is
also the duty of the marketing manager to resolve the problems related to the product evaluated
during the survey.
Employee Management: -In Cadbury the marketing Manager is the incharge of the marketing
department and the employees in it. Marketing manager is responsible for the activities within
the department organized for the employees. Marketing manager evaluates the performance of
the staff and evaluates the task after the completion. They are also responsible to assign the
duties and set goals for the departmental staff.
Developing the Marketing Strategy: -Marketing manager in the Cadbury is responsible to
improve the performance and the sales. Marketing manager Sets the goals and define the strategy
for the plans. Coordinate the marketing campaigns and sales activities. Marketing manager is
also responsible to assign and decide the budget for the marketing task.
Conducts Market Research and Identifying New Business Opportunities: -The plans of
marketing and product research's are conducted under the supervision of the Marketing Manager.
Survey results are calculated to optimize the new market possibilities and opportunities.
4 Marketing influence and interrelates other functional department by
MARKETING INFLUENCE HUMAN RESOURCE – As marketing influence human
resource to the large extent as human resource is a wide concept which include recruitment,
selection, training Marketing uses HR to recruit employees that will help cadbury to heir the best
employees. These will help cad bury to motivate the employees and build a good team
MARKETING INFLUENCE RESEARCH AND DEVELOPMENT-R&D helps cad bury to
generate new ideas and creates and innovates new products and services. Marketing helps R&D
in many ways it helps to identify the new trends in the market and also by these help cad bury s
innovates new products to stand in the market and to compete with other.
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MARKETING INFLUENCE OPERATION -Operation is the wide concept it includes
production, selling, warehousing and distribution. Marketing helps Cadbury to deliver the
product to the consumer at the right time and the right place and also, made available the
products and see that if there is any shortage or not. Thee help cad bury to run smoothly.
MARKETING INFLUENCE FINANCE – This department is most important department as it
looks efficiency and effectiveness depend upon in this department. There are financial tools
which keep on monitoring it such as cash flow statement, balance sheet and profit and loss
account. If the marketing of the cadbury is done in the proper manner then the company will earn
profit
5. Importance and value of marketing role
Importance of the Marketing in Cadbury
Marketing research on regular basis keeps the Cadbury aware of the current market conditions.
This regular basis research provides the information of current market trend and keeps Cadbury
aware of the competitors. Market research provide advantage to the Cadbury to reach to the
targeted market and gain more profit and improves its sales. Importance of marketing in
following
Customer Relationship Management
Customer is important to run an organisation successfully. It is easier to conduct a business and
generate the revenue by having a better customer relation management.
Employee Management
Employee motivation is important to achieve the goals regularly and also leads to improved
productivity and allow Cadbury to set higher goals and targets.
Developing the Marketing Strategy
Development of market strategy is like roadmap for business organisation. It guides to take
decision about the business (Larimo and et.al.,2018).
6.Conclusion and interrelationship with marketing.
Marketing is very important for any business. It is the key process of researching, promoting and
selling the product of Cadbury in targeted market. The basic line of any business is profit and
profit it can be earn by improving the sales of the Cadbury product in the market and for all this
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the marketing is most important. These are the departments marketing is interrelates with.
Human resource department and marketing are related to the HRM the motivating behaviour of
customer contact to improve the performance of the business of the Cadbury. Marketing helps
the finance department by keep the business of the Cadbury profitable and the profit of Cadbury
directly related to the cash flow. Advertisement is a part of the marketing plan of the Cadbury
and includes the component as public relation, Sales and Distribution strategies.
7. Marketing-mix strategies
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Marketing Mix of Cadbury and Nestle :-
marketing mix is very significant it includes 7p's that is product , price ,promotion ,place , people
, physical evidence and process.
Cadbury Nestle
Product Cadbury company provide -
Chololate items dairy milk, dairy milk
fruit & nuts ,bournville,
perks,5tsar,silk,gems
Beverages items are bournvita and
bournvita and tang.
Buscuits items- oreo.
Candy items- eclairs
cadbury product packaging and quality is
much better than nestle so it have been
impact on customer and cover market
segment and industry grow with rapid
rate.
Nestle company provide huge
number of product as compare
to cadbury company. It give
strong competition to cadbury
company. Maggie and coffee
leading product. Items are-
medical food , ice cream,snacks,
bottle water,baby food,pet
food,buscuits and
cookies,coffee tea, chocolate
like milky bar,kitkat ,munch etc.
These company state own
position by product and fulfil
customer needs and demand and
provide daily us e product.
Price Cadbury product prices is high as
compare to nestle product because of
their quality of product.
All type of chocolate provide like eclairs
price is very low and dairy milk start
from 5rs which attract to customer and it
is affordable.
Nestle product is less expensive
as compare to cadbury items.
In nestle product nescafe
(coffee) and maggi is leading
product skimming pricing
strategy apply on this product
and quality is also good. In case
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High price product like bournvilla and
beverage product target customer mind
by providing reasonable price. Cadbury
company skimming price strategy apply
because they cover large segment of
market all over the world. Bundling price
strategy also use on celebration pack.
price goes up customer loyalty
does'nt affect. Cadbury
company doesn't compete these
it is advantage.
Other products like
chocolate ,buscuit,cokkies price
are almost same it starts from
5rs but size and quantity is high
to compete cadbury company
because of cadbury product
qualityand competitive price
decide on remaining products.
Usually nestle company provide
trade discount.
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Place Cadbury company headquater location is
in Uxbridge,UK. It is 2nd largest company
over the world And have 70% of market
share.These company focus on urban
area..
These company product available over
the world because distribution channel of
the company is strong and huge customer
base so it generate profits. and reach to
customer (Sulaiman and Syahrivar,
2018).
Have 8 factories in UK itself.
Nestle India ltd is subsidiary of
NESTLE SA company
headquater is in Vevey,
Switzerland. 90% of total sale
made in European country.
These company adapt FMCG
distribution channel and focus
on rural areas and urban area
both.
Have 450 factories al over the
world.products also available in
super market and have good
business value.
promotion Cadbury company promote through
newspaper, television, online,poster etc.
Promote chocolate items through tagline
“ taste like this feels”
Promote through brand ambassadors is
Louis alsh it create strong brand image on
market so loyal customer are retain.
Nestle company promote same
as cadbury strategy. Currently
logo is familier bird's nest.
Through tv hording,newspaper
etc. Slogons are also strong
Maggi tagline is 2 minutes for
Education.
Nestcafe tagline-it all start with
education.
It attract to customer and profit
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margins.
People In cadbury company number of total
employee- 83000
In nestle company total
employees-323000 people.
Cadbury company is famous and having
strong customer loyaly so that employees
are low as compare to nestle company.
But in flip side these is no huge number
of product.
There is huge number of
product and they want to bit
competition thats why
employees are high so that
made strong distribution
channel.
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Procees Cadbury company follow strong
distribution channel so can able to reach
items and it is high quality product.
Three distribution channel use by
company-
1st is longest channel in this producer,
wholesaler ,retailer and reach to
customer.
2nd is producer sell to retailer and then
they directly sell to cutomer
3rd is producer sell to customer.
We can seen dairy milk product to all
shops and everywhere.
Nestle having less strong
distribution channel as compare
to cadbury because lack of
strategy planning.
These company also use all this
distribution channel same as
cadbury company.
Because of distribution channel
we cant able to buy nescafe all
product at one shop like coffee.
Physical evidence Cadbury items like chololate items are
high seal pack and high quality wrapper
use so chocolate not easily melt or being
high resistance.
High pakaging helps in reduce wastage
because their distribution channels
usually long that is producer-wholesaler-
retailer- customer.
Importance of the Marketing in
Cadbury
Marketing research on regular basis keeps
the Cadbury aware of the current market
conditions. This regular basis research
provides the information of current
market trend and keeps Cadbury aware of
the competitors. Market research provide
Nestle company chololates
paking is less attractive as
compare to chololate but
nescafe packaging is good
whether it is in pouch ur bottle.
High technology not use for
manufacturing and storage.
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