Marketing Essentials: Cadbury's Strategies, Roles, and Plan Report

This report offers a comprehensive analysis of Cadbury's marketing strategies, focusing on the essential elements that support the promotion of its products and services. It delves into the roles and responsibilities within the marketing function, examining the interrelationships between marketing and other departments such as finance, production, research and development, human resources, and sales. The report explores Cadbury's application of the marketing mix, including product, price, place, and promotion, and discusses the importance of market segmentation and strategy planning. Furthermore, it highlights the development of a marketing plan tailored to target new markets and emphasizes the significance of interdepartmental coordination for achieving organizational goals. The report also examines the roles of marketing managers and the implementation of effective marketing campaigns. Finally, it analyzes the interrelation of the departments within Cadbury to achieve goals and objectives.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO2 ........................................................................................................................................6
LO3 ........................................................................................................................................9
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

INTRODUCTION
Marketing is considered as the most essentials things that supports the organization in
promotion of its products and services across the countries. It is a process of management in
which the managers accomplish the task of identifying, anticipation and supplying customer
needs efficiently and profitably (Hollensen, 2015). In this context, analysis of Cadbury is taken
in to consideration which is Global brand in UK which deals in various products and services.
Various roles and responsibilities in marketing have been analysed in this report. This report will
represent roles and responsibility of marketing functions of CADBURY in accordance to their
interrelationship with all other departments of the company. It will also explain different
elements of marketing mix that are used by CADBURY to achieve organizational goals. This
study will also develop a proper marketing plan that can target new market.
LO1
Marketing is analysed as the most significant function which relates with the achievement
of corporate goals through meeting and exceeding customer needs better than the competition. It
is a process of management in which the managers accomplish the task of identifying,
anticipating and supplying customer needs efficiently and profitably (Aljukhadar and Senecal,
2011). In present context, analysis of Cadbury is done which helps in determining that function
of marketing, which plays a significant role is making changes in strategies and policies to attract
the customers towards the brand products and services. In this, there are some specific roles and
responsibilities have been performed by the managers to achieve the goals and objectives of
organization are as follows:
Segmentation of market: At initials stage, it is an essential task in which the managers
will analyse their suitable market for promotion of new and existing products. Promotion
of products in appropriate market segment will support the managers in influencing the
company's target customers (Hapsari, Stoffers and Gunawan, 2017). In this context, the
managers of Cadbury have applied geographical segmentation in which they have
targeted some specific geographical segments of UK in which they have found their
target customers like children's and young people.
Strategy planning: It is also major responsibility of marketing function in which
appropriate planning and strategy has to be developed by the manager to increase the
1

promotion of products in target market (Breton and Martín, 2011). In this context, in
order to increase the marketing of products, marketing manager of Cadbury has
formulated various strategic plans and policies through which they will get a direction to
increase the promotion of their brand and development of effective schemes through
which they will be able to influence more customers and increase the sale of products.
Apart from this, managers of company have to select appropriate channels of
communication by which company will provide information to its customer about the
products. Further, to promote the products they can use various channels like digital
marketing, online promotion, extra benefits, design of various market campaigns and
schemes etc.
Marketing plan: After development of marketing strategies, it is important for the
manager to review the plans and designs according to the marketing structure. It is most
important responsibility in which the managers will identify the loop holes and benefits
of new marketing policies on the sale of products in market (Buti, Rindi and Werner,
2017). In this context, managers of Cadbury always play a significant role in analysing
the merits and demerits of marketing strategies on the sale of firms’ products in
competitive market. This will help them in making decisions related to implementation of
appropriate policies from various alternative so that it provide positive results in the
future.
Analyse innovation needs: In this task, it is responsibility to analyse the needs of
innovation in products by making effective research practices and also taking the review
of customers to analyse the changes in taste of customers. In this context, it has been
analysed that Cadbury is global brand that develops various products like chocolates, dry
fruits products and desserts (Hansen, McDonald and Mitchell, 2017). By analysing the
changes in requirement of customer, marketing department will provide a report to
company to provide information about changes which are required in products and also
defines the strategies which are formulated by them to influence the target customers.
Assigning task: It is also major responsibilities of marketing managers in which they
will assign the task to the employees in marketing department and provide directions that
needs to be followed for the implementation of plans effectively. They will also provide a
complete a understanding about the new existing products of company which are required
2

to be promoted in competitive market. Each member of marketing team in Cadbury will
assigned some specific task which they have to accomplish in order to achieve the
objectives of organization.
Providing resources: It is also significant responsibility of marketing function in which
the managers will ensure that appropriate budgets must be there to accomplish the
activities which are clearly defined in plans (Helm and Gritsch, 2014). Appropriate
budgets must be provided by managers of Cadbury to the team members so that they can
accomplish the task effectively.
Reviewing outcomes: After implementation of plans and strategies, it is also essential
task for managers of Cadbury to review the follow up of procedure and plans effectively
by members and also analyse results of strategies on the firm’s business operations by
analysing the fluctuations in sales of products in specific time durations. In this, the
managers will be able to analyse the needs of changes in policies through they will
achieve the goals and targets more effectively.
Thus, it can be said that these are many significant roles and responsibilities which are performed
by managers under marketing function to achieve the goals and objectives of organization.
In the competitive business environment, marketing plays a vital role in every
organization and interrelates with all other functional units operating at workplace. This function
will assist the cad bury in formulation of strategies as per the requirement of market (Ku, 2017).
This is most significant functions that enables all the departments to perform the various
functions through which they will provide support to organization in achievement of vision,
mission and objectives in specific time duration. Moreover, the duties of Marketing managers of
Cadbury involve:
Management of activities of marketing and events of organization.
Formulation of effective marketing strategies which the company to overcome its
weakness and remove all the threats.
Analysing competitor’s policies of influencing the customers in target market.
Identification of needs of new and innovation in products and services as per the
requirements of customers (Lancaster and Massingham, 2010).
Further, there are some important function and operations of all the departments of
Cadbury have been analysed which are linked with marketing are described below:
3

 Financial unit: In this functional unit of organizations, finance managers will coordinate
with the marketing department to analyse the needs of resources and funds which are
required to accomplish all important tasks under marketing plan. Moreover, the managers
of organization will ensure the smooth flow of funds in order the problems and scarcity
of resources and also provides directions to make effective utilization of resources
(Koontz, 2010). In this context, the marketing departments of Cadbury will always
remain in touch with the finance departments to provide understanding about the
requirements. Further, accounts departments in organization will provide information
about the estimated revenue and profitability which will be achieved after introduction of
new products in market.
 Production units: It plays a major role in satisfying customer’s needs and wants because
it is place in the company where products are produced according to the evaluated needs.
Production manager ensures that the resources and production operations are going on as
per the market requirements. The commodities made in this department are directly sent
to sales and marketing department for launch and delivery.
 Research and development unit: It is also major functional units that plays a significant
role in analysing the demands of products and services among the customers in market.
In this context, the marketing department of Cadbury will coordinate with this functional
unit to analyse the impact of marketing environment on the sale of products and services
and firm's strategic position in market (hilip, 2014). Further, it also updates the
production departments about the advancement in technology and changes in requirement
and taste of customers towards the products. Moreover, the marketing department
establish a bridge and communicate with management about ever innovation and
fluctuation which will impact the sale of organization.
 Human resource department: It is also an essential functional unit that interrelates with
marketing department to analyse the requirement qualified employees for the completion
of activities and also provide information about the needs of training for existing staff in
marketing department. In this context, marketing department of Cadbury will have to
coordinate with HR department to provide them information about the requirement of
employees at key position in organization so that they will develop an appropriate
recruitment process to identify marketing representative requirement for organization.
4

 Sales department: In this, the marketing manager of company analyses the needs of
consumer, evaluate competition, works and promotes brand values, coordinate products
with all the marketing partners of Cadbury, innovate new products according market
trends (Malhotra and et.al., 2013). Moreover, the sales manager of the enterprise
improves sales process and customer loyalty, manage marketing budgets, calculate return
on investment and define the strategic marketing plans according to the launch of
Chocolates.
For example, the marketing department identified that there targets customers young generation
and kids have changed their demand to real fruit content like cherry, orange and other fruits etc.
That is why the research department will examine the need and products of competitors with the
same contents. Then they will communicate this plan to top management and provide reasons for
making changes. It also provides an estimation about the requirement of funds to meet those
changes (Ebert And et.al., 2014). Further, after the acceptance of proposal the company will plan
to manage operations and provide directions to production department to for manufacturing new
products. Moreover, for the promotion of new products, marketing manager will organize
various ways and organize various events in which the in which the internal marketing team will
coordinate with marketing agents who will support CADBURY in implementation of a
marketing campaign in order to create value among the customers. Besides, the marketing
manager of CADBURY understands uncertainties and needs of marketplace. Therefore, the team
focus on developing integrated marketing programs that deliver customer value and delight
which will assist firm in building strong relationships with customers.
Apart from this, the significance of interrelationship between all the departments have been
analysed such as:
It helps the smooth functioning of business operations within internal and external
environment of company.
It helps in making coordination and communication between all the functional units and
provide directions to employees in order to improve the conditions of organizations and
achievement of goals and objectives.
It helps the team in evaluation of quantity of resources required to manufacture products
which will helps the Cadbury in attaining the needs and wants customers.
5

This interrelation between the departments helps in seeking advice and development
effective strategies to decrease the impacts competitors on marketing of products and
services.
LO2
Marketing mix is recognised as set of essentials components which describes the policies
of organization related to marketing of products in domestic and international market. This is
also considered as the task for marketing managers to influence their target customers through
application of various policies like price, promotion, products and place. Further there are three
more elements have been introduced which also defines the other strategies of organization like
hiring qualified people, physical evidence and process of delivering services to customers (Kunz,
and et.al., 2011). In present scenario, Analysis of Cadbury has is accomplished to determine the
ways of organisation to implement the elements and also to compare the ways of using the
marketing elements by competitor substitute brand in market. Various plans have been
implemented by Cadbury brand to maintain sustainable growth in market and remove the
obstacles of rivals like NESTLE, MARS. Below given are the marketing elements of firms are
mentioned above:
 Products: These are considered as the substitutes which are produced and supplied by
the firms to its customers in exchange of valid compensation or revenue and to satisfy
their needs. In this context, Cadbury is international brand which has produced wide
range of products by analysing the demand of market segments in different countries. It is
analysed that Cadbury achieved continuous success in its business operations by
differentiating its products from competitors and in different geographical areas of
domestic as well as other countries. Further, other than chocolates it also provides some
other products like desserts and beverages etc. this product of differentiation and
innovation has supported them in achievement of sustainable growth in market.
 Price: Appropriate pricing strategy will always support the enterprise in attracting more
and more customers in target market. In this context, Cadbury has selected a skimming
pricing policy in which they have charged high prices for their products. By making
products comparison with substitutes, it has been recognised that the product prices
products are high like Bournville and other products are available at competitive prices to
increase the customers and influence the customer to purchase the products.
6

 Place: It is also an essential element of marketing mix which clearly describe the
information about the firm’s products and services target places in which they promoting
their products. In this, products of Cadbury are available in across various countries as it
has large product distribution channel and sources to provide products in different
countries (Gummesson, 2011). Further, with effective distribution channel, they are able
to fulfil the demand of customers in different countries and geographical segments. Thus,
it makes the brand more viable and provides easy access to customer to purchase their
products.
 Promotion: This also a most significant strategy of company to increase the sale of its
products in different market segments. In this context, Cadbury brand has utilized various
innovative and modern techniques to promote their products like digital advertisement,
newspapers, discount, gift hampered and extra benefits etc. Apart from this, there are
various effective methods are introduced like online marketing, social media and
celebrity endorsement etc. moreover, these promotional practices will support them in
achievement of desired sales in market.
 Process: It includes the ways through which the company deliver its products to its
customers. In this context, Cadbury has supplied its products to various distributors and
retailers in countries so that they customers can purchase their products easily from them.
7
Illustration 1: 7 p's of marketing
(Source 1: 7P's of products
marketing, 2017)

By developing a proper distribution channel, the company has achieved the capability to
meet the demands and supply its products different countries (Chernev, 2015). Thus,
through this effective strategy it will be able to achieve the objective of gaining market
share by providing products at competitive prices.
 People: This element relates with the efficiency of employees to promote and increase
the marketing of company products among the customers. In Cadbury, the management
has appointed a huge manpower in around 200 countries to regulate its business
operations effectively. Hiring of qualified employees in the all the department, especially
in marketing will help to achieve the support in making effective strategies and
increasing the marketing products continuously.
 Physical evidence: This element of marketing mix will describe firm’s products features
and packaging that usually influence the customers. In this, Cadbury has used attracting
packaging and features so that it influences the children and young people to purchase the
products (Glaser, 2017). With attractive features and packaging firms will be able to
increase the sale and influence more customers towards the brand.
Apart from this, after an effective market research, the analysis of Nestle marketing mix is
analysed in order to make comparison with the Cadbury and understanding the effectiveness of
firm’s policies of marketing.
Basis CADBURY NESTLE
Products Products of Cadbury are chocolates,
desserts and beverages which has
achieved its products and services.
As compared to Cadbury, the
products of Nestle are not much
effective and achieved less
recognition from the customers.
Price Firm has applied skimming pricing
strategy through which they are
providing there products at
competitive prices but some of their
products contains high prices as
compared to NESTLE (CADBURY,
On contrary to this, they have it has
applied a penetration pricing policy
to attract customers, but sometimes
people will not purchase its products
and considered its products to be of
low quality (Gupta, 2017).
8

2017).
Place Company has made effective
relationship with the distributors in
different countries and supply their
products through use of different
channel of distribution to meet the
demand at specific time durations.
The products of company are
available in many countries but not
in wide range as compared to the
Cadbury.
Promotion Managers of enterprise applied
various practices and strategies to
promote products like digital
marketing, celebrity endorsement,
schemes, discount offers and various
marketing campaigns etc.
The promotion practice of Nestle are
also effective but it operates and
effective strategies to promote the
products but it makes less
investment on the promotional
practices as compared to Cadbury.
LO3
As per the above analysis, there are various objectives of company have been analysed for which
an effective marketing is to be formulated such as:
 Increasing the market share by 10% is every month.
 To expand the customer relationship by 4 to 6 % in 12 months (Ahn, 2013).
 To expand the market share by 10% in 6 months.
 To increase the sales of mobile phone by 6% in 10 months.
Strategy
There are different types of strategy which company can used for accomplishing the success. For
this purpose, company can focus on Ansoff matrix which help in launching new product
successfully in the market (Backman, Verbeke and Schulz, 2017). Apart from this with the use of
penetration pricing strategy company can easily promote its product and services and increase
sales and profit.
Targeting
9

As per the above analysis, it has been recognised that company has strong brand
reputation and high market position in countries (Lamb, C.W., Hair, J.F. and McDaniel, 2011). It
is also analysed that they are providing quality of products for their customers. In order to sustain
there present market position, the company needs to target a new geographical segments of
country, where they will found there more target customer like children and youngsters etc.
further, it also has an opportunity to increase its market by offering new products and services.
Through reduction of prices of products, company will be able to achieve it estimates sales and
profitability.
Tactic and action
In order to increase revenue company can focus on selling product at different segmentation.
Further company can sales its product through discount price which assist them in increase in the
sales and profit.
Budget
Control
10

Through proper monitoring the plan company can easily make changes in the plan if required.
Along with this, company can modify its plan if it not works effectively (Bolotaeva and Cata,
2010).
Conclusion
From the above report it is concluded that there are different roles and responsibility of
marketing department in order to accomplish success. Further, with the use of marketing mix
elements, company can easily sell its product and maximise the profit. There are many ways
through which company can promotes its product and services such as promoting on Facebook,
and social networking sites. Further it is concluded that with the help of SWOT analysis
company can easily identify its strengths and weaknesses. Through the help of this company can
overcome its weakness and threats.
11

REFERENCES
Books and journals
Ahn, J.B., 2013. A Study on Service & Advertising Marketing Plan using LBS Smart Mobile
Technology based on Delphi Research Method. The journal of the institute of Internet,
Broadcasting and Communication. 13(6). pp.281-288.
Aljukhadar, M. and Senecal, S., 2011. Segmenting the online consumer market", Marketing
Intelligence & Planning. 29(4). pp.421–435.
Backman, C.A., Verbeke, A. and Schulz, R.A., 2017. The drivers of corporate climate change
strategies and public policy: a new resource-based view perspective. Business & Society.
56(4), pp.545-575.
Bolotaeva, V. and Cata, T., 2010. Marketing opportunities with social networks. Journal of
Internet Social Networking and Virtual Communities. 2010. pp.1-8.
Breton, G. C. and Martín, M. O., 2011. International market selection and segmentation: a two-
stage model. International Marketing Review. 28(3). pp.267–290.
Buti, S., Rindi, B. and Werner, I.M., 2017. Dark pool trading strategies, market quality and
welfare. Journal of Financial Economics. 124(2), pp.244-265.
Chernev, A., 2015. The marketing plan handbook. Cerebellum Press.
Ebert, R.J. And et.al., 2014. Business essentials. Pearson Education Canada.
Glaser, B., 2017. Discovery of grounded theory: Strategies for qualitative research. Routledge.
Gummesson, E., 2011. Total relationship marketing. Routledge.
Gupta, A., 2017. Purpose and challenges in the way of green marketing in India-A conceptual
study. IJAR, 3(3), pp.898-900.Maritz, A., 2017. Failing to plan is planning to fail:
opinion. DIY Trade News, 2017(Dec/Jan 2017), pp.64-65.
Hansen, J.M., McDonald, R.E. and Mitchell, R.K., 2017. Marketing Benchmarking,
Triangulated Isomorphism, and Firm Strategy. In Creating Marketing Magic and
Innovative Future Marketing Trends (pp. 533-543). Springer, Cham.
12

Hapsari, C., Stoffers, J. and Gunawan, A., 2017. The Influence of Perceived Cultural and
Business Distance on International Marketing Strategy Decisions; A Case study of
Telkom Indonesia International. International Review of Management and Marketing.
7(3), pp.238-245.
Helm, R. and Gritsch, S., 2014. Examining the influence of uncertainty on marketing mix
strategy elements in emerging business to business export-markets. International
Business Review. 23(2). pp.418-428.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Koontz, H., 2010. Essentials of management. Tata McGraw-Hill Education.
Ku, P.W., 2017. Marketing Strategy of Stainless Steel Products–A Case of Y Company.
Kunz, M.B. and et.al., 2011. Fans, friends, and followers: Social media in the retailers' marketing
mix. The Journal of Applied Business and Economics. 12(3). p.61.
Lamb, C.W., Hair, J.F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Lancaster, G. and Massingham, L., 2010. Essentials of marketing management. Routledge.
Malhotra and et.al., 2013. Essentials of marketing research. Pearson.
Philip, K., 2014. Marketing Essentials. A brief course: Translated from English. Moscow:
“Williams” Publishing House. pp.496.
Online
CADBURY. 2017. [Online]. Available through: <https://www.cadbury.co.uk/>. [Accessed on
November 2017].
7P's of products marketing, 2017. [Online]. Available through:
<https://www.pinterest.com/pin/51228514490473082/ >. [Accessed on November
2017].
13