Pearson BTEC Unit 2: Marketing Essentials Report - Cadbury

This report provides a comprehensive analysis of Cadbury's marketing strategies, focusing on key aspects such as market utility, the roles and responsibilities of marketing within the organization, and its impact on organizational culture. The report delves into the marketing mix, comparing Cadbury's strategies with those of its primary competitor, Nestle. Furthermore, it outlines a strategic marketing plan that Cadbury could implement to enhance its performance in the market. The analysis covers various dimensions including product, place, process, price, promotion, people, and physical evidence. The report also examines the relationships between the marketing department and other key departments such as human resources, finance, research and development, and production, highlighting the importance of coordination and cooperation for achieving organizational goals. The report concludes with an overview of how Cadbury can leverage these strategies for achieving its business objectives and gaining a competitive advantage in the market.

Marketing essential

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
TASK1.......................................................................................................................................3
P1 the market utility and their roles and responsibilities.......................................................3
P2 Roles and responsibilities of marketing in organisational culture....................................4
TASK2.......................................................................................................................................6
P3 Marketing mix...................................................................................................................6
TASK3.......................................................................................................................................9
P4 marketing plan..................................................................................................................9
CONCLUSION........................................................................................................................10
REFRENCES...........................................................................................................................11

INTRODUCTION
Marketing can be defined as a function within the organisation which directly related to
promotion of goods and services of the firm for selling them within the market. It also includes
building a relationship between customer and organisations product so that form can easily sell
its product to the customer for satisfaction of their needs by the use of different promotional
tools (Blythe and Martin, 2019). In the current report the chosen organisation is Cadbury.
Cadbury is a British multinational sweet meat selling organisation. It is established 1824 in
England UK. Main products of the organisation are dairy milk, cream egg and many more
which helped organisation in serving more than 50 Nations. In this current report there is
discussion about the marketing function of the Cadbury where discussion related to marketing
sector and relation of it with other function of the company will be mentioned. There is also
used to describe the marketing mix of Cadbury with its main competitors so that it easily
implement strategy within the market using the tools of marketing. In the end of this report,
there is discussion on a proper marketing plan which can be executed by Cadbury to improve its
performance level within the market (Perreault, 2018).
MAIN BODY
TASK1
P1 the market utility and their roles and responsibilities
Marketing function directly related to various other functions in the organisation which
increase the roles and responsibilities of marketing function towards the firm because it helps in
building the relationship between customer and organisation product so that form can achieve its
goals and objectives in an appropriate way with a positive mind-set. This also help organisation
in achieving a competitive advantage over its rivals. In relation to Cadbury the different roles
and responsibilities of marketing function when the former discussed underneath.
Performing market research: The prime responsibility of every marketing function
within the organisation is to conduct a proper marketing research so that form can identify the
trends within the market which can be used to achieve the goals and objective of farm by
combining these trends to the firm marketing strategy. This also allows the organisation to
achieve its business objectives by combining the trends with the current strategy and
formulation of effective marketing plan (Lanier and Lanier, 2017).
Managing brand: For increasing the sales and profitability of the organisation in the
future period it is essential for the form to maintain the brand image within the market. In
reference to Cadbury, where the products like Cadbury silk and other in an effective way to
attract the customer and promoting brand image and order to satisfy the needs and requirement
of customer.

Maintain internal communication: Also related to maintenance of communication
within the firm because it directly relate the other functions and combine their efforts in a
particular direction by identification of market trends and attractive the customer toward the
firm. This helped me management in formulation of chain which is communicated with each
and every department (Larson and Draper, 2018). In relation to Cadbury, marketing function
healthy organisation in maintaining the relationship by effective communication between
different channels and using the communication in the direction of goals and objective for the
firm.\
Responsibilities of marketing function in Cadbury
Satisfying the requirements of customer: The major responsibility of marketing
function within Cadbury is to satisfy needs and requirements of customers which related to
information about the product and services offered by firm to customers. This is done through
the help of promotional activities done by the organisation to inform about production services
the customers for their need satisfaction.
Identification of market competition: It is important for the organisation to identify the
market competition as well as strategies adopted by various competitors so that form the
informed its own strategy for attracting customers. In relation to Cadbury this responsibility
fulfilled by marketing department where it identify the trends in the market as well as strategies
adopted by its prime competitors (Steven, 2016).
Maintaining innovation: Innovation is also required within the organisation which
health organisation in achieving its goals and objectives. In context of Cadbury, this
responsibility is also fulfilled by marketing department where it identify the tools and
technologies which are used by trends as well as trending within the market for satisfy the needs
and requirements of customers and provide information to research and development
department about these innovative ideas (Rudden, 2016).
Arrangements of funds: Marketing functions also help organization in managing funds
bemuse it helps in building brand image of organization. This help organisation in attracting
investment because good brand image always help in attract a large number of investor within
the market.
From the above mentioned information it can be evaluated that marketing function
within the organisation play different roles and responsibilities which are important for
organisation like Cadbury to achieve its business objectives. This also help organisation in
achieving a better productivity level within the firm as well as managing the quality.
P2 Roles and responsibilities of marketing in organisational culture
Marketing is important part of the organisation which has various kinds of functions
which has to be performed by the manager within the marketing by establishing a proper

relationship between different departments of the firm (Chernev, 2018). It is important for the
organisation to manage the customer for the needs and requirements as well as selling the goods
and services of the firm in relation to increase profitability and productivity. Achieving these
objectives organisation has to manage a proper roles and responsibilities between marketing and
other function of the organisation so that we can achieve its goals in an appropriate way. For
managing the successful operation within the Cadbury it also used to build a proper relationship
between marketing and other functions of the organisation true that a proper working
environment can be established for achievement of different goals. Therefore the relationship
between different functions marketing is mentioned below:
Human resources department and marketing: Human resources department can be
defined as department within the organisation which is related to management of human
resources which include all the functions of related to recruitment selection placement
orientation performance appraisal compensation management and many more (Purvis, 2016).
There is a close relationship between marketing and human resources department this is because
human resources department conduct a training and development programme which help the
marketing department in using human resources you can easily promote and sell the products of
the organisation within the target market. Marketing function also help the organisation in
identification of the trends within the market and establishing a proper hiring process so that
talented employee can be fired which can fulfil the requirement of the organisation as well as
help in increasing profitability and sales for the future period.
Marketing and finance department: Finance department and marketing department are
also closely related to each other via marketing department perform different kind of functions
and responsibilities in relation to finance department. Finance department activation background
for the organisation because it helps in funding of different operations which is required to
perform activities within each and every function of the organisation. In relation to Cadbury,
marketing function healthy finance department in identifying and attracting the investors
through building a sound brand image within the market promotion of its products and services
(Stanford, 2017). This will help with Cadbury in arrangement of funds for different activities
and achieving the goals and objectives of these activities. This coordination also help the
finance department in allocation of finance to each and every activity in an appropriate way
because marketing function analyse the competitors by the help of various tools related to
promotion and market research and guide the finance department about allocation of fund to
different activities related to research and development marketing promotion and many more.
Marketing and research and development department: Research and development
department can be defined as the department which focus on conducting different research
within the organisation to collect the required information about the taste preference habits and
trends within the market which can satisfy the needs and requirement of customer in an effective
way for achieving the goals and objectives (Obiesie, 2016) . There is close relationship between
marketing and research and development department because marketing development provides

the evidence information and data about the customer trends is preference and needs which help
the research and development department to research on a particular project and help in
development of product for satisfying these needs and requirements. This relationship has the
organisation in achieving its objectives by managing different functions and combining the
effort of marketing and research department in Cadbury.
Marketing and production department: Marketing department is essential part of the
organisation because assist in producing products and services of the firm. Production
department also execute different kind of functions which are related to coordination with other
department so that the production of goods and services can be done in an effective way for
achieving the marketing objectives (Nirschl and Steinberg, 2018). In relation to Cadbury, it is
important for the organisation to manage a proper relationship between marketing and
production department where marketing department help the production department in
identifying the current trends within the market in manufacturing in an appropriate way by
adopting the styles different. Help Cadbury in boosting the performance of production
department as well as using the current trends for producing different products and achieving the
maximum competitive advantage.
It can be evaluated from the above mentioned information there are various function
which has to be performed by the marketing department which include different responsibilities
and roles. It can be seen that it is important for Cadbury to maintain a proper relationship
between different functions and marketing department. This Help the organisation in achieving
these goals and objectives related to coordination and cooperation between different
departments as well as increasing the productivity because of better management.
TASK2
P3 Marketing mix
It can be defined as combination of different factors which are directly related to the
organisation's marketing strategy. It includes 7 types of marketing factors which are product
place process price promotion people and physical evidence (Shaw, S., 2016). It is mandatory
for the organisation to use the marketing mix in an appropriate manner so that it can boost its
sales in future period as well as achieve its goals and objectives in an appropriate way. there are
different functions which can be used by the organisation within the marketing mix which are
directly related to execution of its operation and achievement of appropriate marketing strategy
to gain maximum advantage in the market from its competitors. In context of Cadbury, proper
marketing mix of the organisation is discussed below which include the comparison of its
marketing factors with its main competitive nestle within the market. Nestle is a prime
competitor of Cadbury where the performance level of both company is equal it is important to
compare the marketing mix of Cadbury with nestle.
Factor Cadbury Nestle

Product In relation to Cadbury it is
performing with the proper
product mix within the
market where it include
different kind of brands
which are dairy milk,
chocolates, 5 star as well as it
layers which provide
company adequate mix of
product and have the farm in
attracting large number of
customer. Cadbury always
focus on maintaining the
quality of the product so that
it can easily attract the
customers as well as help
them to serve a tasty and
delicious chocolate and
biscuit which promote the
products within the market in
easy and effective manner. in
relation to Cadbury it is
performing its function in an
appropriate way where the
product mix help the
organisation in achieving a
competitive advantage
because it offer the product at
affordable prices (Piñeiro-
Otero and Martínez-Rolán,
2016)
Nestle is one of the biggest
confessionary organisations
which also located in UK.
Company is famous for its
different kind of products as
well as the product range of
organisation is consisting of
food items beverages
chocolates and many more.
help organisation in
achieving a competitive edge
from its competitors because
it include milk products
chocolate as well as different
kind of beverages which
provide on high number of
product mix which can forget
large number of customer.
Price Cadbury always focus on
providing effective quality to
its customers so that they can
achieve their needs and
requirements. Company
always charge less prices for
its product because it
believes on larger sale which
health company in achieving
our profitability level within
the market bestselling quality
products at affordable prices.
This also help organisation in
mentoring relationships with
Nestle decide its prices on
the product demand and
supply basis where company
use the policy of pricing
which is directly depend on
the demand of the product
within the market. it follows
the process of demand where
if the demand of the product
is higher than the price of the
product will also be
increased and if the demand
of the product is slower than
the market that prices will

its customers so that they can
easily satisfy their needs and
requirements buy the phone
product.
automatically decrease to
cover market cost
(Proctor, 2020)
.
Place Cadburys dealing in various
countries where the major
market share of organisation
is in UK, USA and India.
Company is also using a
proper infrastructure for
selling its products where it
used to fulfil the requirement
of the market associated with
the products of the firm. Did
you separate strategy for
each and every market so that
it can't forget the customer in
an appropriate manner
according to the geographical
location (Rancati, Gordini
and Capatina, 2016)
.
Nestle is also performing its
function at global level
where company provide
different kind of product to
its customer at various places
of the globe. Company used
to deliver the product from
its warehouses two different
retailers and wholesalers so
that it can easily achieve a
proper market chain and can
boost its sales of products
and services by increasing
the profitability.
Promotion Cadbury adopt a different
emotional technique where it
used to promote its product
by creative advertisements
sales promotions as well as
various other promotional
techniques which are directly
related to the consumer
satisfaction and attracting the
consumer to the product.
Cadbury use series
advertisement techniques to
advertise its product by
creating series of
advertisements which will
help the company in
attracting and retaining the
customer for longer period of
time to the products of the
company.
Nestle also powerful brand
within the market which use
various kind of promotional
techniques like TV
advertisement commercial
advertisements newspaper
advertisements billboards
and many other advertising
tools and techniques which
health organisation in
promoting its products and
services within the market.
Under the promotional
strategy of nestle company
focus on a wearing the
customer about their products
and services as well as
informing the benefits of the
products to the customer for
achieving and attracting a
large customer base.
Process Cadbury follower particular
process where it used up well
settled distribution change
Nestle always focus and
satisfying in needs and
requirement of customer by

which is include three major
party manufacturer
wholesaler and retailer.
Company also perform
various kinds of functions for
customer satisfaction which
include customer care
services as well as services
for the retailers related to
display of product of the
organisation.
increasing the profitability of
the form and for this
organisation use a proper
process where firm try to
minimise the intermediate
caused by eliminating
various kind of wholesalers
and try to sell its product to
direct retailers for increasing
the profitability of the retailer
as well as providing cheap
products to the customers
(Okumus and Cetin, 2018).
People People include staff and
other members in the
organisation which are
important resource for the
firm as well as maintaining
the people mix within the
firm will help the
organisation in achieving its
objectives in an appropriate
manner. in relation to
Cadbury it always focus on
providing effective training
and development to the staff
member of the form so that it
can achieve efficiency as
well as increase the
productivity for serving
higher quality product to
customers.
nestle is also providing
effective training and
development to its employees
so that they can perform at
fuller efficiency for increased
by increasing the profitability
level of the firm but the
recruitment policy of nestle
is not so effective which
impact on the training and
management of people within
the firm and act as a
drawback to the firm in
achieving competitive edge
within the market.
Physical evidence Cadbury is providing its
services in both urban areas
and supermarkets to increase
the profit of the organisation
as well as achieve is business
objective in the current and
future market. Also help
organisation in building a
separate brand image as well
as reputation in front of
customer within the market
for staying longer period of
time(Wilson, 2017)
Main objective of nestle is to
provide better infrastructure
and physical outlets to the
customers where it is
providing vending machines
logos and sitting arrangement
to the customer at various
cafes. This help the
organisation and achieving
proper physical evidence mix
in marketing mix.

So, the above stated paragraph depicts that it is crucial for organisation to be
competitive by using strategies and tactics in market. With use of marketing mix, it becomes
easy for firm, to make decisions regarding business expansion. Also, it is essential to access
marketing plan in such a way that everything is being carried out effectively.
For assessment of marketing plan
To assess marketing plan properly, Nestle uses market share analysis. It is defined as
analysis which depicts and determines expectation of customer whether they are met or not and
how better them can be improved with use of tactics.
 Market share analysis assists in examining the actual needs as well as requirements of
customers of from company.
 It also help in identifying the competitive strategy which is beneficial for enhancing
and increasing profit, sales revenue of entity at higher scale. In relevance with
undertaken company, they can use this analysis as important tool which will benefit the
firm in future perspective.
TASK3
P4 marketing plan
Marketing plan refers to a predetermined path for the marketing team of an organisation
which guides them on how to perform various functions of marketing. It is usually described in
form of a manuscript which is distributed amongst all the members of marketing team. The plan
is basically created for the whole year. . When taking Cadbury into context the marketing team
of company have derived a very specific marketing plan for the products and services which
help in accompanying various tasks that re to be done in the organisation. Below mentioned is
the marketing plan created for Cadbury:
Company overview: Cadbury is a multinational brand that manufactures confectionery
products. It was first set up in England in the year 1824. There are approximately 50 countries in
which Cadbury is running its business. The organisation was discovered by John Cadbury. The
major markets for the company include Australia, UK, Ireland, Us etc. They are offering a huge
range of goods which includes chocolates, cocoa powder, cookies, biscuits, ice creams and so
on.

Vision & mission: Mission of Cadbury is to provide customers with various products
that are superior in nature . With the delicious products they offer they want to bring maximum
satisfaction to their consumers Whereas mission of company is to set up their business as one of
the best confectionery organisation.
Objective: The motive of Cadbury is to make sure that they are increasing and adding on to
their product portfolio so that they can effectively attract the customers with the range of
products and service they have. They try to deliver best experiences for their consumers. When
taking the present scenario Cadbury is keen on introducing a new cookie which will be sugar
free. It is a great step on the part of Cadbury as they want to boost up their revenues up to 30%
with the help of it.

STP Approach
It is a marketing approach which is used by entities to examine product as well as
customers for business in most efficient manner. It is beneficial for firm as it helps in
carrying out the marketing process in effective way. In relevance with Nestle, they use use
this approach with proper consideration. It includes several components which are mentioned
below-
Segmentation-
It is first stage of STP in which market is segmented on the basis of several variables
like, demographic, psycho graphic etc. It is essential to segment the market so that potential
market as well as customers are identified. In reference with undertaken firm, they segment
their market on basis of demographic variable .
Targetting
It refers to paying attention to specific market which is beneficial for firm. Through
this, Cadbury targets customers with age of 12-45 years old. The manager of firm make
ensure that correct targetting is being focused by firm.
Positioning -
Then further comes the positioning, in which it refers to creating a brand image in
minds of customers. It is often seen that brand with high position is more preferable by
customers. Therefore, Cadbury has positioned itself as premium brand which delivers both
low to high prices of products.
SWOT analysis
SWOT analysis is a strategic tool used by the organisation to identify it's strength and
weakness and also helps in identifying the outside opportunities and threats in the business
environment. It is imperative for any company like Cadbury to adopt SWOT analysis so that
they get to know whether their internal factors are capable of taking the benefit of
opportunity and minimise threat present in the Market place Akbar, Omar and Wadood,
2017).
Strength:
•Customer has positive perception about the brand.
• covering almost whole global market.
• Well established market with huge variety of products.

Weakness:
• Many people suffer from Diabetes cholesterol disorder etc.
• Company doesn't focus much on the distribution in rural area market.
Opportunity:
• Demand of packed chocolate is increasing.
• Customer expects new chocolate product in the market
Threats:
• New brands are entering in the market.
•Existing brands are also introducing new products in the market.
• Availability of substitute in the market.
It can be seen from the above that there are various kind of threats and opportunities
which have to be faced by the Cadbury while performing within the market. But organisation
is using proper strategic formulation which help the company in increasing its strength and
opportunities which can minimise the negative impact of threats and weaknesses of the form
and we'll help in boosting the profitability and productivity level Zolkifly and Baharom,
2016)
CONCLUSION
It can be concluded from the above mentioned report the there are various factors
within the marketing mix which impact on the performance of the organisation. Marketing
plays essential role within the organisation in increasing the skills and abilities of individual
as well as building knowledge about various concepts perform marketing function
effectively. In order to enhance the knowledge as others achieve the goals and objectives of
the firm by increasing the sales and profitability level organisation has to use the concept of
marketing in an effective way. It can also conclude that marketing is essential for different
sectors of the organisation because it maintains a proper relationship between each and every
system which help in communicating the business objectives and achieving the goals and
objectives of the form in an effective manner. Apart from this, introduction to Cadbury there
are various factors which affect the competitiveness of the firm and using a proper marketing
strategy help the firm in achieving a competitive edge and maintaining the performance
within the market by boosting profitability.

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