Cadbury Marketing Report: Roles, Mix, and Planning Essentials

This report provides a comprehensive analysis of Cadbury's marketing strategies. It begins by outlining the key responsibilities and roles within the marketing function, including distribution, production management, and sales. The report then delves into the specific roles and responsibilities of the marketing department within Cadbury, emphasizing their focus on customer interaction, market research, and innovation. It also explores the application of the marketing mix (7Ps) to achieve Cadbury's objectives, comparing the elements to understand how they are used. Furthermore, the report includes a basic marketing plan for Cadbury, highlighting essential aspects of marketing planning. Finally, the report emphasizes the importance of marketing essentials and the interrelation between the roles of the marketing function, offering insights into how these elements contribute to the overall success of the company. The report also touches on how Cadbury uses IT, finance, HRM, market segmentation, marketing research, and brand equity to support its marketing efforts.

MARKETING ESSENTIALS

Table of Contents
Introduction......................................................................................................................................3
LO1..................................................................................................................................................3
P1 Explaining key responsibilities and roles of marketing function...........................................3
P2 Roles and responsibilities of marketing in Cadbury...............................................................6
LO2..................................................................................................................................................8
P3) Comparing the elements of marketing mix (7ps) to achieve objectives in Cadbury. ..........8
LO3 ...............................................................................................................................................12
P4 A basic marketing plan for Cadbury.....................................................................................12
Conclusion.....................................................................................................................................16
References......................................................................................................................................18

Introduction
Marketing can be termed as one of the crucial tools in the modern business. The
understanding of the Marketplace in the month of the consumers and different marketing strategy
has helped in profitable relation with quality among the customers. In this study, Cadbury is
taken as one of the important aspects to understand about the different marketing roles and
departments of a particular organisation. The innovative approach towards the marketing strategy
in the chosen organisation and the awareness regarding the marketing Essentials has helped the
current scenario around the world. Thus the study has focused on the market structure and the
reasons for the high revenue of the organisation. The marketing mix has helped to understand the
marketing planning process for Cadbury thoroughly with proper planning and business
objectives. It also focused on being a basic market plan which has supported and evaluated in the
growth of the business. The focus on the marketing essential and the roles of marketing function
has an interrelation with another purpose. It has helped to compare the ways of the application of
different strategies in the organisational goal.
LO1
P1 Explaining key responsibilities and roles of marketing function
The marketing in any organisation can be termed as the decision-making process which
will relate to the products, marketing channels, prices, physical distribution and promotions.
Relationship of marketing specialist in the marketing decisions and planning is essential for the
organisation. It is a group of marketing person who brings the decision together for marketing of

the particular product in a specific place. It interlinked with the marketing function of the
organisation who plays a vital role in identifying and sourcing the potential successful products
in the Marketplace. The marketing function department promotes the product through
differentiating from similar products. It is one of the typical marketing function types that help in
the product development and marketing plan with different Strategies.
The organisation Cadbury is the second largest confectionery brand internationally, and the
headquarter is in Uxbridge, West London (Bharucha, 2016). It was found in on Birmingham in
1824, and still, now it is successful with its different products of chocolates in all over the world.
The marketing department of Cadbury is very dedicated with 70,000 employees and has
maintained the success till date. The different departments of marketing increase the product
values according to the needs of the customers. The production team along with the marketing
department has maintained the system which has helped to provide, produce and reduce the
amount of food waste in Cadbury. Most of the organisation has opted for an organisational
structure which has a clear chain of command which works within the organisation (Grewal et al.
2018). The several functions of the marketing department have helped in the distribution of
pricing in the organisation. Thus, the roles and responsibilities of the marketing department for
Cadbury are:
Distribution channel: The distribution channel department helps the dairy products of Cadbury
to distribute in the world through different methods which have made the expectation of the
customers by reducing the complaints. It also focused on the movement of dairy products in and
out of the warehouse by supervising the drivers from the firm.

Production manager: The production manager of Cadbury is responsible for continuous supply
of water flowing in all the production staff and also organised in the workforce to meet the order
of the customers.
Managing Director: The Managing Director is one of the critical aspects of business who has
the principal responsibility for running the company. In Cadbury, the Managing Director
monitors continuously about targeting the market strategy and keeping an eye on all the
departments for a successful businessman.
Sales manager: He is responsible for making the contracts with the customer through client
interaction in all over the world. As Cadbury is famous globally, so the managers have to be very
conscious about obtaining the orders from the contracts (Giannino, 2018).
Company accountant: The company accountant deals with the financial status of the
organisation for producing management accounts and financial reports.
Human Resource Management: It develops the suggestion of the management team through
the employees in the business for making a sustainable workplace in the organisation. Recruiting
and hiring the desired candidates, coordinating with the employee benefits and suggesting the
training and development in the organisation is the primary motive of HRM.
In order with the different scales and responsibilities of the various department they also focus
on the marketing Research and marketing planning. This is very important to create an organised
structure in the company. The customer services department in Cadbury also looked after the
requirements of the customers effectively which has not only created efficiency in the
organisation but also increased the customer satisfaction (Bailey, and Alexander, 2017). The
number of complaints has reduced, and most of the employees have got motivated to different
activities. Also, the cross-functional areas of Administration and information technology

department have also helped in servicing the functional area in Cadbury. The support team has
successfully developed the departments with various pieces of training.
Pricing: The marketing department is however responsible for maintaining the price of a product
in company. In addition to this, if the price is stable then more potential customer's are attracted
towards their product in market. The members of marketing department looks forward in pricing
the product efficiently.
Distribution: The various functions of marketing department helps in distribution of product
that is Cadbury in the market. There role is to distribute products according to the customer's
demand and needs. The distribution channel must be strong in the organisation which helps in
achieving more productivity and profitability.
Promotion: In order to increase the selling of Cadbury products the promotional activities must
be performed accordingly. The product can be promoted thorough advertising on social media,
magazines, via friends and family, pamphlets and so on.
Selling: It is the responsibility of marketing department in order to sell products with appropriate
label and packaging which creates an effective personality in the market. In addition to this, the
selling of Cadbury products must be done in market according to customer's demand and
requirements.
P2 Roles and responsibilities of marketing in Cadbury
The marketing department of the Cadbury has played a vital role in promoting the
business and measure of an organisation. It has coordinated with all the materials for the dairy
products so that it can reach out to the customers quickly and globally. The job of the marketing
department is to gain prospect in the organisation by focusing on the customers and investors so
that it can create an overarching image (Madsen, and Rosenbaum, 2018). The role of the

marketing department at Cadbury has helped to interact with the customers who have increased
more demand for the product.
The marketing department of Cadbury has focused on few campaigns in the UK so that they can
identify the best product and can serve the customers. The marketing department also focuses on
producing marketing and promotional materials which includes the core products of services.
Creating content providing with search engines and optimising the website is another important
function of the marketing department in Cadbury. It is done by monitoring and managing
through social media which has contributed more than 70% success till 2017 for understanding
the customer needs. The organisation has also focused on communicating with the employees so
that they can understand the values of the companies and the strategies to meet the goals and
priorities. Recently the marketing department has focused on the customer and market research
which has helped them to define the target Markets and the opportunities for improving the
products globally (Wirtz, et al. 2014). After researching the particular areas, Cadbury has
adopted few responsibilities:
Listen to the customers: February has established separate Facebook pages which includes
Dairy Milk, Wispa, Bournville and hot chocolates. The content of the marketing department is to
focus on a single blog post and the highlights on the needs of the customer. The reorganisation
has deliberately communicated with the customers and achieve the massive levels of engagement
on their Facebook walls.
Trending and monitor competition: Cadbury has focused on the competitors by choosing the
near enough same size business which has helped to benchmark the competitors. The
organisation has focused on the innovative work which has approached the maximisation of the
brand and has included the customer-facing social media outpost. It has also focused on trending

nature in the organisation and has concentrated on more innovations (Blowfield, and Murray,
2014).
Coordinating with the marketing partners: The confectionery company brand is singing voice
with the announcement of the chocolate brands that have come up with the nine reality singing
show in the UK. The marketing department has enabled the essence of Cadbury and the flavours
through engagement for the customers. Cadbury is also focusing on the innovative marketing to
them from their reinvention effort. Earlier this year the organisation has opened “glass and a
half” which was popped up in London’s Soho where customers could trade their own Nick next
in exchange for bars of Dairy Milk.
Innovation: Cadburys is focusing on innovation due to technology changes every day. The
organisation has introduced dairy milk melts which is a premium indulgence Street and Cadbury
flake chocolate to the iconic flake brand. Besides, Cadbury also highlighted non added sugar
chocolate bar for the people who want to manage stress sugar intake and enjoy the tasting Milk
chocolates (Remer, 2015). This has helped to introduce a new meaning in the organisation by
driving the growth in the UK market.
The new product development and the marketing department has helped to develop the brands
successfully without compromising the test and quality of the organisation. The marketing
department has also improved the sales process through communicating with every employee
and motivating the workers to work efficiently in the environment. The marketing department
has also focused on the return on investment which has helped to measure the order check with
objectives in the organisation.
There are various functions that supports in marketing the Cadbury products and also in
increasing the value of the same. This elements can be:

IT: This is the function which helps in gathering the information about customer's demand in
respect to Cadbury products. Moreover, it helps in collecting the data about past demands which
helps in present to increase the demand for the same goods and services.
Finance: In supporting the Cadbury market, this function helps in maintaining the financial
status of the company. In addition to this, finance function refers to show the cost of
manufacturing, packaging, labelling and distribution of Cadbury goods.
HRM: As a manager of human resource in Cadbury firm, it helps in appointing efficient
employee's that helps in manufacturing goods effectively. They also supports the company in
completion of task at appropriate time.
Market segmentation: In this modern world, the market expansion is essential in terms of higher
profitability, Moreover, Cadbury business requires faithful segmentation and it is provided by the
marketing. In addition to this, manager of marketing in organization helps to identify potential
customers with large markets. However, it helps in promoting products and services of the
organisation.
Marketing research: This is considered as a major and significant role of marketing department.
Moreover, the research also reveals the special information of customer's, price, product,
promotion and selling in terms of communicating about goods and services of Cadbury company
in global market.
Brand Equity: The customers also tends to be partial in terms of selecting one over other brands
which helps in getting products and services with added value to it. The process of brand equity
directly help Cadbury organization in increasing their sales production. In addition to this, the
marketing department also helps in providing a better reputation to the company. Moreover, it
also builds strong and effective brand value of Cadbury organization among the customers.

LO2
P3) Comparing the elements of marketing mix (7ps) to achieve objectives in Cadbury.
The marketing mix enables the company to connect with different customers globally. It is the
business strategy and corresponding activities for implementing the marketing plan in the
organisation. The company Cadbury has been specified in seven elements of marketing mix and
moreover the comparison between Cadbury and Nestle has been discussed. In the organisation of
confectionery, the target customers are arranged so evolving of the marketing mix in the
organisation. Both the products are highly in demand which satisfies the customer's. But in
reflection to this, the price of Nestle is low in the market. Thus, the success of the organisation
asset top performing health in the UK has selected the effectiveness of the marketing mix
(Ramli, 2017). The marketing professionals and specialist in Cadbury have used different factors
for attracting and retaining the customer. Cadbury is a brand of drain chocolate which was
presented in the United Kingdom in 1905, and now it is offering around the world. In
comparison with Cadbury and Nestle has been described below through marketing mix strategy.
The slogan of the organisation is Free the Joy. The product contains 23% of cocoa solids which
helps became the products more tasty and fabricated in France. In competition with Cadbury
different organisations have also introduced they are products similar to what Cadbury is
producing. Mars is one of the famous confectionery brands which supplies pet food,
confectionery and provide services related to animal care.

Products: Cadbury is the powerhouse of products with different varieties of chocolates like
Dairy Milk, Bournville, five stars, Perk, Cadbury Eclairs etc. Moreover, Kit-Kat, Munch, Milky -
Bar, Classic are the types of Nestle products. Comparing both the products, Cadbury products
are in more demand that satisfies their customer's. The organisation has introduced new segment
which is the premium Oreo. The product of the marketing mix helps to distinguish the different
products in the organisation by keeping in mind about the needs of the customers. Cadbury has
also opted for Bournvita which is one of the leaders in milk additives. The product of Nestle is
not in more demand as compared to the Cadbury. The organisation has deliberately followed the
marketing mix of product. The sharp lines of product Cadbury have become famous globally. As
the Cadbury taste is delicious and sweet which increases their needs in consumer's. Is compared
with one of the leading brands of UK, Mars, it has also adopted for the success of the
organisation (Grewal, et al. 2018). The organisation divides the business into six segments like
drinks, foods, chocolate, Wrigley, pet care and Symbioscience. It also manufactures non
Convection snacks and pet foods. Munch, Snickers, Bounty, three musketeers, celebrations etc.
are few categorised manufacturing products of Nestle. Cadbury is a unique product owned by the
major manufacturer as compared to Nestle. The organisation not only focused on humans but
also focused on a speech by producing Pedigree which is one of the famous food globally.
Price: With quality price also matters a lot in the environment. In the UK the production of
Cadbury has been widely accepted by all the customers. Nestle sets their price in comparison to
Cadbury products. In addition to this, the price of various Cadbury products have been set as it
makes affordable to their potential customer's. The quality of the product is quite high though
the beverages and oreo require constant marketing to be on top of selling more products. The
products like Perk, five stars and Eclairs has helped Cadbury to achieve more success because of

the flexible price. In addition to the price of Nestle, they cost low as compared to Cadbury as it is
quietly opposite in their taste. The premium brands chocolates due to the Positioning has also
affected the pricing of it chocolate. It is essential for the organisation to focus on the amount of
Bournville as it is quite high as compared to others. On the other hand, Mars has followed the
business or segment through pricing strategy because of the primary target audiences. There is a
flexibility in pricing strategies of Nestle products that fulfil needs and requirements of
customer's. The marketing mix of this strategy is beneficial in maintaining the quality of the
product and reasonable price. It also helps the competitive edge with the leading competitors. It
has adopted premium pricing policy for the products of the pet as well as human (Lantos, 2015).
Place: The distribution of Cadbury is quite high because of the demand which is the high in the
UK due to different competitors. Nestle has set their stores imperatively which is weak in UK as
it is not more in demand as compared to Cadbury. The organisation follows the same procedure
of FMCG Marketing in the world. It has been noted that Cadbury bytes the best cocoa Beans
from Ghana for his chocolates. Cadbury sets their product which makes comfortable to every
client's in purchasing it wisely. The operation of the organisation is more than 200 or more
countries. The channel on the distribution cost of Cadbury is entirely which is one of the main
parts of the concern for the organisation. The value could be taken into consideration during the
distribution of products. Nestle lowers the cost of the product as to increase more demand than
others (AGGREY, 2016). It has different location heads for its expansion in business. Cadbury
chocolate is in New Jersey whereas different products are produced in different parts of UK. It
has different production in Canada as well as in Australia. The famous and robust distribution
channel which has included the services of wholesalers and retailers has employed more than