Cadbury Marketing: Trends, Processes, and Managerial Responsibilities

This report provides a detailed analysis of Cadbury's marketing strategies, exploring the core concepts of marketing and its current and future trends, including social media marketing and retargeting campaigns. It delves into different marketing processes, such as the SOSTAC model, and examines the roles and responsibilities of a marketing manager within Cadbury. The report further investigates how marketing influences and interrelates with other functional departments, such as production, finance, and human resources, highlighting the value and importance of marketing in achieving business objectives. A comparison of Cadbury with its competitor, Nestle, using the marketing mix is included, along with an evaluation of a basic marketing plan for Cadbury. The report emphasizes the significance of effective relationships between different functional departments to ensure the success of the marketing efforts and overall business performance.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1. Introduction to concept of marketing and current and future trends.......................................1
2. Overview on different marketing processes............................................................................2
3. Roles and responsibilities of marketing manager in context of Cad-bury..............................3
4. Explaining how marketing influences and interrelates with other functional departments of
Cad-bury......................................................................................................................................4
5. Value and Importance of marketing role in Cad-bury............................................................4
6. Conclusion that emphasise significance of having effective relationships between different
functional departments................................................................................................................5
TASK 2............................................................................................................................................5
7. Comparing ways by applying marketing mix to marketing planning process to achieve
business objectives......................................................................................................................5
TASK 3............................................................................................................................................7
8. Producing and evaluating basic marketing plan for Cad-bury................................................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The term marketing is defined as an activity or process to create, communicate, deliver
and exchange goods and services with customers those who have potential to afford it (Babin
and Zikmund, 2015). In other words, it is also defined as act or process to buy and sell goods. In
the following report, Cadbury has been taken into consideration. It is a British multinational
confectionery company and is the second largest brand after Mars. It is headquartered in
Uxbridge, London, England. It is known for its dairy milk chocolate. The vision statement of
Cadbury is to work together in order to create brands that people love. Their vision is also to give
directions to the employees about how they should behave and also inspires them in order to give
their best. The mission statement states that Cadbury means quality. The main objective of this
brand is to develop differentiated product in order to achieve profitable growth.
In the following report, concept of marketing and its current and future trends will be
explained in deeply along with various marketing process. Further, roles and responsibilities of
marketing manager will be analysed. Thus, interrelationship of marketing with other functional
department of Cadbury will also be discussed in this report. Comparison will be done between
Cadbury and its competitor Nestle with help of marketing mix. In addition to this, this report will
also highlight on marketing plan of Cadbury that will be explained in detail.
TASK 1
1. Introduction to concept of marketing and current and future trends.
Marketing is defined as an action that is taken by particular business in order to promote
and sell products. It also includes marketing research and advertisement. On the other hand, the
concept of marketing is that belief which company has to assess about customers’ needs and
requirements and take it as their first priority (Baker and Saren, eds., 2016). Thus, by taking
needs of customers into consideration, Cad-bury take innovative decisions so that they can easily
meet the needs of consumers and meet their satisfaction level easily as compared to that of
competitors. Further, the current and future trends of marketing have been discussed below -
 Social media marketing- This marketing style is termed as that process in which attention
of different types of customers is gained through various sites of social media. This is one
of the most important current trending techniques related to marketing which can be used

by Cadbury. This technique of marketing helps the cited organisation in increasing sales
and leads.
 Retargeting campaigns- It is a type of online advertisement of a brand that will assist
them in making themselves as the most recognisable brand in front of customers included
in market after they start leaving their respective website. As website will result in
converting only 2% of visitor as the first one. In other words, this advertisement targets
those customers that are based on their previous internet actions (Wu and Li, 2018).
 Text message advertisements- This is also the most important trend that has to be taken
into consideration by Cadbury. Advertisement that is done with the help of Text
messages is termed as the easiest way in order to connect with variety of customers in
terms of sales, special promotions and also important news. Further, it is effective as it is
activity that is based on permission. Therefore, consumers have to opt in an organisation
in order to receive a marketing text message.
Marketing concepts
Illustration 1: Marketing concepts
(Source: 5 Marketing Concepts, 2017)
 Production concept- in this concept, consumers demand for products that are available
easily in market and which are highly affordable by them. This concept guides sellers and
is one of the most oldest marketing management orientations. In this concept,

management of Cadbury has to focus mainly on production improvement and also
distribution efficiency.
 Product concept- in this concept, quality, performance and features matters a lot. Thus,
focus of marketing strategy is basically to improve quality of products
 Selling concept- in this concept, the focus of management is top create transactions of
sale rather than to build long term relationships that may be profitable for them. It
basically includes to sell what is made or produced by Cadbury rather than what market
demands.
 Marketing concept- Under this concept, customer first approach has been taken into
consideration. Thus, the main purpose of this is to find right products for customers rather
than finding right customers for a particular commodity and accordingly Cadbury must
produce goods and services.
 Societal marketing concept- this means that marketing strategy of Cadbury must be such
that helps in delivering values to customers in such way that leads in maintaining or
improving well being of both society and consumers.
2. Overview on different marketing processes.
Marketing process is defined as that process in which identifications of opportunities in a
particular market has been done (Baker, 2016). It also includes determining the selection of
target market, development of marketing mix and also management related to marketing efforts.
There is different marketing process that includes mission situational analysis, marketing
strategy, marketing mix and implementation and control. The firm incorporates use of PR sotact
market planning model which supports systemic planning and strategizing which is discussed
below: It has been discussed as per below context with help of SOSTAC model.
SITUATION
A thorough analysis of a firm is done in which particular firm identifies various
opportunities to satisfy the needs of customers. In this internal and external environment analysis
has been done. In this external environment further describes the macro environmental factors
and internal environment analysis it relates closely to specific situation of cited organisation.
This must include aspects related to past, present and future. In addition to this, there are various
frameworks that can be used to situational analysis process it includes, Pestle, Swot etc (Segawa
and et.al., 2016).

OBJECTIVES
This is the first component that is included in the marketing process. In this process,
analysis of market is done in order to find various opportunities that has to be availed. These
opportunities are those which would be termed as the most beneficial for a cited organisation in
order to achieve long term success and also the performance in improved manner. The main
objective of Cadbury is to provide differentiated product for achieving profitable growth.
STRATEGY
This is termed as one of the best opportunities in order to satisfy needs and wants of
customers. Further, strategic plan is used as it helps in pursuing the opportunity that can be
developed. Specific information related to market is provided which leads the firm in order to
select the target market segment. In addition to this, marketing strategy involves segmentation,
Targeting and positioning of the product.
TACTICS
Tactical decisions are further made in this detailed process for controllable parameters of
marketing mix. This action basically includes the following points as
▪ Product development
▪ Pricing decisions
▪ Distribution contracts
▪ Promotional campaign development
ACTION
The marketing plan has been developed at this point in the process and further, the
product is launched. Thus, if there is any kind of change, the process of marketing mix can be
therefore adjusted accordingly in order to overcome those changes. Cad-bury deeply research on
the demand of market and accordingly produce innovative goods.
CONTROL
Continuous monitoring or adaption is also essential to satisfy needs of customers. If
anything goes wrong at any point will later lead towards loss, so cited firm has to monitor
regularly the process of production and also marketing.
3. Roles and responsibilities of marketing manager in context of Cadbury.
Marketing manager of Cadbury is the one who has a responsibility of managing the
marketing area of a particular business (Christopher, 2016). They are also responsible for

various other services or products or may also be in charge of a single commodity. Thus, roles
and responsibilities of marketing manager of Cadbury has been discussed as per below context-
 Monitoring marketing environment- The main role of marketing manager of Cadbury is
to identify the latest trend of market and later convert them into great opportunities. This
helps the manager in determining the need of managing change in services and products
in order to maintain sustainability in business performance.
 Marketing research- Research in terms of marketing also plays essential role in order to
achieve long term success for Cadbury. Therefore, marketing manager of cited firm has
to conduct research in terms of product, groups and trends of market and accordingly
provide customers that will later help in satisfying their wants and desires (Policy, 2016).
4. Explaining how marketing influences and interrelates with other functional departments of
Cad-bury.
Marketing includes researching, packing and later presenting of product or services to
potential customers (Kavitha and Reddy, 2016). It also helps cited organisation to increase their
sales by informing customers through advertisements about particular business. Thus,
interrelation of marketing with another functional department has been discussed as per below
context-
 Production department- It becomes important for marketing department to work closely
with production department so that they can easily ensure that research and development
process is therefore planned in appropriate way in order to satisfy current and future
requirements of customers. They also have to ensure that orders that they have generated
is met within a selected time scheduled that is required for delivery. In addition to this, it
is the duty of marketing department to set deadlines that may further help in stretching
abilities of production department (Pike, 2015).
 Finance department- Marketing department has to also work closely with finance
department in order to analyse the budget available that will be required for
advertisements and promotions of a particular product or services. Finance department is
that which has information of whole organisation so that they can ensure that all
departments in Cadbury perform their work within financial capabilities.

 Human resource management- There is also relationship between marketing
department and human resource management so that they can ensure that they create
ambitious and competent team for sales.
5. Value and Importance of marketing role in Cad-bury.
Marketing is one of the important business processes in which they have to attract,
inform and convince customers so that they buy products and services that is offered by
particular organisation (Larson and Draper, 2015). Thus, value and importance of marketing role
in Cad-bury has been discussed below-
 Marketing role is important because it helps in meeting needs and requirements of
consumers and adopt the strategies accordingly.
 Marketing role is valuable because it assists Cadbury in achieving their objectives and
later ensure growth and reputation of a particular brand.
 They also help in setting out right price and also in preparing right approach. This helps
Cadbury to generate huge amount of revenue.
 They also play unique and very important role designing and also in managing product
offerings.
 The role of marketing is also essential as it leads in maintaining expectations of
customers and also of competitors by monitoring and also by evaluating the whole
market very closely.
6. Conclusion that emphasise significance of having effective relationships between different
functional departments.
Marketing plays very essential role in every department of Cad-bury. Thus, it has been
concluded that Marketing has to work closely with production department as marketing focused
on conveying needs and requirements of customers and production department produce goods
and services accordingly (Malhotra, 2015). It has also been analysed that marketing must also
have close relationship with finance department in order to find out budget available and
accordingly promote products of cited organisation. In addition to this, Human resource
department also has to work with marketing as they help HR with finding out skilled and talented
employees for their vacant position.

It is significant to connect marketing with other functions within particular organisation.
This is because marketing is the concept that influences the thoughts, decisions and purchase in
terms of making consumer aware about a product.
TASK 2
7. Comparing ways by applying marketing mix to marketing planning process to achieve
business objectives.
Marketing mix is defined as a set of tactics or actions that is basically used by company
in order to promote brand in a particular market (Martin and Murphy, 2017). Cadbury implies to
market planning by incorporating marketing mix. Thus, comparison of Cad-bury with its
competitor Nestle has been discussed as per below context-
Illustration 2: Marketing Mix
(Source: The Marketing Mix 4P’s and 7P’s Explained, 2018)
Elements of Marketing Mix Cad-bury Nestle
1. Product A product is termed as an item
that is built in order to satisfy
the needs and requirements of
Nestle offers variety of
products to customers as
beverages, milk and milk

customers. It can be either
tangible or intangible as it can
be in the form of service or
goods. The range of product is
quite large. The product is
classified according to seasons
and are varied according to
sales in every country. They
offer chocolates.
products, prepared dishes and
cooking aides and chocolates.
2. Place This means to position and
distribute the product in that
place which is accessible to
potential buyers. The products
of Cad-bury are available all
over the world that carter huge
customer base. They have
made its name in more than
200 countries worldwide.
Nestle is operating in more
than 80 countries. This
company follows FMCG
strategy of distribution.
3. Price The price of the product is
basically an amount that is paid
by customers in order to enjoy
it. It is one of the most
important component in
marketing mix. The pricing
strategy of Cad-bury depends
on demand, competition and
packages. They adopt cost
leadership strategy.
The price is based on product
quality. They offer
competitive pricing strategy to
customers.
4. Promotion Promotion is also termed as
one of the most important
Nestle is doing a best
advertising campaign like it

component of marketing as it
can lead in boosting brand
recognition and sales. It is
further comprised of various
elements like sales
organisation, public relations,
advertising and sales
promotion. The promotion
strategy adopted is through
television, posters, newspaper,
radio or online.
offers Nescafe tune that helps
them to enter and build their
strong image in the market.
5. People They are the one who are
making the product and
services as the most successful
one. In addition to this, they
are also the one who have
strength in order to tarnish the
image of a product. This is
mostly applied if the product
offered is basically a service.
The number of employees that
are involved in organisation are
71,657 and also has loyalty
customer base.
The number of workers
involved in Nestle are 323,000
employees.
6. Process This is referred to as process or
methods in terms of offering a
service. Thus, the methods
involved to handle sales,
processing of orders and after
sale service can be the must
The process of Nestle is
flexible in which workers can
work easily and produce
product accordingly. They
choose wholesale and
distributor channel.

important elements in terms of
marketing mix. The process is
easy and complex. They make
use of grocery stores,
newsagents shops and other
convenience stores.
7. Physical evidence This is termed as the way
through which the products and
services have been introduced
to client. This also includes
surroundings which is very
much important. Cad-bury
adopts innovative packaging
that attracts huge number of
customers towards the brand.
Nestle has been creating
connectivity of better
evidence by setting up of
coffee corners with their logo
of Nescafe in vending
machine.
TASK 3
8. Producing and evaluating basic marketing plan for Cad-bury.
Marketing plan is a term that is defined as a part of overall business plan. In other words,
it is defined as a blueprint that basically outlines the strategy that is used by a particular company
and also use of combination of resources in order to achieve business objectives (Marttunen,
Lienert and Belton, 2017). It helps in developing products and services in such manner that helps
to fulfil needs and requirements of customers. Thus, marketing plan for Cad-bury has been
discussed as per below context-
Company overview
Cad-bury is a British multinational confectionery company which has been founded in
Birmingham, England by John Cad-bury. The cited organisation has its head office in Uxbridge
business park in London Borough of Hilling-don, England. Cad-bury has been estimated that 90
percent of British population could afford chocolate of a particular brand.
Executive summary