Marketing Essentials: Cadbury's Strategies and Plan Report

This report provides a comprehensive analysis of Cadbury's marketing strategies, focusing on the key roles and responsibilities of the marketing function within the company. It examines the relationship between these roles and Cadbury's business objectives, highlighting how marketing functions such as research, packaging, transportation, and quality control contribute to the brand's success. The report delves into the various tactics Cadbury employs, including the 7 Ps of the marketing mix (product, place, price, people, promotion, process, and physical environment), to achieve its goals of profit maximization and market dominance. Furthermore, it includes a discussion on how Cadbury adapts its strategies to meet consumer needs and maintain a competitive edge in the confectionery industry. Finally, the report includes a basic marketing plan for Cadbury, evaluating its strengths, weaknesses, opportunities, and threats (SWOT analysis) and suggesting recommendations for future marketing efforts.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P 1 Key roles and responsibilities of the marketing function. ...............................................1
P 2 Relation of Roles and responsibilities of marketing with Cadbury...............................4
TASK 2............................................................................................................................................5
P 3 Different tactics applied by Cadbury to achieve objectives............................................5
TASK 3............................................................................................................................................9
P 4 Produce and evaluate a basic marketing plan for Cadbury..............................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is a process in which a product or service is promoted and sold by business
organisation or individual. In another word it is obtaining needs through exchanging and creating
values with others for customers. There are many necessary things which are needed in any types
of business. These include various functions which are performed by marketing manager of
company (Babin and Zikmund, 2015). As Cadbury is world second largest confectionery brand
all over the world British origin. This organisation has its stores in 50 countries and headquarter
in London. Being a leading company it has to maintain its standard of product and services to get
maximum customers satisfaction. In the following report key role and responsibilities of
marketing functions will be discussed. In every business organisation, they play a vital role to
accomplish goals and objectives in long term.
Mainly seven parts of business are used strategically which are called as marketing mix.
These components help in achieving desired target of profit maximisation and revenue
generating like product, place, price, people, promotion, process and physical environment. An
effective marketing plan can provide a lot of benefits to business organisation in long run with
accuracy. On other hand, an ineffective planning can hinder the growth or progress of company
in future. There are two types of determination which help in evaluating real position of firm like
macro and micro environment analysis. To compete in today market, mentioned business
organisation tries to connect its consumers and make experience more personal through many
campaigns.
TASK 1
P 1 Key roles and responsibilities of the marketing function
As Cadbury is top brand in confectionery industry in United Kingdom, it executes many
marketing functions which plays vital role in achieving organisational objectives like fulfil
consumer needs and desires (Berkowitz, 2016). So that they can be permanent customer in long
run. These functions are research, packaging, transportation, risk assessment and quality control.
Followings are some explanation of them.
 Research-This is one of the most crucial components of marketing essentials as it helps
in detecting target and potential audience for business in future. Through this function,
current buying trend can be determined and a customised product could be offered to get
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maximum positive response in market. For example, different person needs his own
specific ingredients in chocolates and sweet according to taste. To meet most of the
customers desires, Cadbury try to include all healthy and tasty ingredients in its product
in a vast variety. This function will contributes in connecting more consumers all over
world.
 Packaging-Another marketing function of Cadbury is the way in which a product is
packed (Blythe, 2012). Colour of a package plays vital role in purchasing as most of
children are target audience for chocolates. So to attract them, mentioned business
organisation makes colourful presentation of packets. For example, it offers gems in
various colours which captures maximum customer attention. This functions helps in
making more sales of product and services to accomplish organisational goals in future.
Logos and packaging material are also major part of marketing essentials,so company
should conduct a research to find which is the most appropriate prototypes to gain
positive response from markets.
 Transportation-This function includes distribution of product to customers. Way to
deliver goods is an important factor which affects campaigns in market. Shipping an
storage methods may affect the quality of product especially for Cadbury as its products
are not durable for long. For example, same day delivery will provide fresh goods and
costumers can be more satisfied with taste. On other hand, late delivery of sweets can
make them bad in taste and harm sales in future. Chocolates must be stored in a freeze
and hygiene storage as they have to be delivered to distant places.
 Risk assessment-This function of marketing helps in determining some important
aspects which can affect sales of product in a negative way.
 Quality control-This function makes sure that if any drawback is found in quality of
product ans services then appropriate action can be taken by manager in future.
Key roles and responsibilities of marketing functions
There are many duties which must be performed by the manager of business organisation
to gain maximum customers satisfaction and consequently get maximum profit in long term
(Desai, 2013). Main roles and responsibilities of marketing functions are followings.
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 Strategy-This is one of the most important role and responsibility of function which is
performed by manager in company. He set effective strategy for future to increase sales
of product and its quality.
 Market research-Another responsibility of marketing function of Cadbury is to conduct
an efficient research to evaluate exact situation of confectionery industry at national as
well as international level.
 Communication- This role includes interaction with customers to promoter product and
attract more public to buy it. For example, Cadbury plans E-marketing programmes,
advertising campaigns and promotional content for company website. The organisation
can write product publications, like its leaflets and brochure (Dibb and Simkin, 2013). It
can hire a agency to make promotion for sweets and chocolates to cover target audience.
 Product development- Third responsibility of the functions is to make plans to develop
the product on next level so that its quality can be upgraded in future.
 Events- These functions help in organising many marketing events like sales
conferences, seminars, exhibitions and customer hospitality events which create good
image of brand in sight of audience.
 Sales support- Effective functions like quality control contribute to establish
coordination between sales and promotion which results in speed up growth of business
in future.
 Listen customer needs- While performing marketing functions, manager try to listen
desires and neds of customers so that he can find the best way to satisfy them in long
term.
 Innovate- To apply an innovative method, is also a crucial aspect for Cadbury (Fill,
2011). Through this, business organisation can add new elements in product ingredients
as well as its packaging to attract maximum customers.
 Mange budget-Another role of marketing functions is to maintain an effective budget for
promoting and selling product. It may lead to frisk minimisation due to unplanned
budgeting.
 Product design- This is the final role ans responsibility of functions related to sales and
promotion of Cadbury product. How to design goods, is an important aspect to be
considered to achieve desired goals in future. Thus there are many roles and
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responsibilities which are key elements for growth of business of company and helpful in
accomplishing targets in long term in future.
P 2 Relation of Roles and responsibilities of marketing with Cadbury
As per the above information of roles and responsibilities of various functions marketing,
they have a huge impact on business of company. Being a leading brand in confectionery
industry in world, functions of Cadbury play vital role in its success and failure in long term
(Jones and Rowley, 2011). There is strong interrelationship between their roles and outcome in
term of product and services. It can be described as below.
 One of the most useful marketing function is research which is interrelated to company
growth as it helps to understand economic and competitive features of confectionery
industry. It helps to identify target market which may affect future profit of organisation.
 Another marketing aspect is packaging which affects number of customers as many
consumers get attracted due to its colourful wrapping especially children.
 It has impact on business as it provides most suitable strategy for further spread of
company in term of product range and niche market. As an effective plan can boost profit
and market share of organisation, it plays vital role in achieving goals.
 Another marketing function is transportation which can affect company outcome in short
as well as long term. For example, if products are not reaches at time or in a bad
condition then there might be harm in sales and image of brand. As all goods of Cadbury
are perishable, they have to be taken care while transporting.
 Quality control is also an important part of marketing which has direct relation with
company business as it helps in maintaining standard of its products (Kennedy and
Parsons, 2014). Consequently it will attract maximum number of customers and boost
revenue in long term.
 Making strategy increases goodwill of business organisation in confectionery industry in
United Kingdom as well as international market. For example, Cadbury has applied some
innovative plans which have uplifted profit in new target market.
 Another process is done by communication to customers through various tools like E-
marketing which connects maximum number of audience in easy way and motivate them
to buy its product as chocolates and sweets all over world.
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 Essential of promotion contributes in determine best opportunities for company to spread
its business in new areas so that brand image will be improved. For example, Cadbury
has initiated to reach in more rural areas.
 Organisation reputation is made solid and sales are increased due to efficient marketing
of products in several areas through different techniques.
 Best strategies may lead to healthy competition in confectionery industry even there is
cut throat competition in market (Lamb, Hair and McDaniel, 2011). For example, by
using porter five force model, Cadbury can evaluate current environment condition and
can make customised plans to implement in future.
 Another relation of company objectives and marketing is that it helps in developing new
and innovative product which will capture new segment in market.
 Through many events, business organisation like Cadbury can interact customers in
personal which makes them feel more valuable to brand and sales will be uplifted in long
term.
 Marketing affects distribution channels as an effective strategy helps in dominating
bargain with suppliers and distributors and consequently get maximum profit margin in
future.
 As sales forecasting is done in marketing, it makes possible to prepare an action plan for
production according to future selling of products.
 Another relation of marketing roles with company is that if any negative aspect or risk is
found then there are many alternative solution to avoid it.
 Supply and demand graph can be balanced though smart objectives of business
organisation and consequently attain maximum profit in future (Lancaster and
Massingham, 2010). Thus there is a high degree of interrelatedness between roles &
responsibilities of marketing and Cadbury organisation in term of profit, market share,
customer satisfaction and revenue.
TASK 2
P 3 Different tactics applied by Cadbury to achieve objectives
Organisation applies various techniques which are helpful to accomplish desired gaols as
profit maximization and capturing top position in business market. To maintain the goodwill,
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Cadbury implement some major tactics like marketing mix. Seven Ps are included in this aspect
like place, product, process, physical environment, promotion, people and price. These can be
explained as below.
1. Product- This is an item which is produced by any company to satisfy needs and desires
of particular group of people (Malhotra, Birks and Wills, 2013). It can be tangible and
intelligible like services. Cadbury is known for world best sweets and chocolates which
are main product of company. In this element, organisation must take care that whether
its product is suitable or not for market ans its customers. For example, Cadbury has a
variety in its product like Bournville, five star, dairy milk, Cadbury eclairs and perk. Thus
the business organisation has lion share in international sweet industry. On other hand, it
has Oreo product in biscuit field which is one of best products. In this element, design
and technology which is used in product, are included. It should be considered that
product is useful for target audience for which quality must be maintained and
standardised to attain customer satisfaction in long term (McDaniel, Lamb and Hair,
2012). So the mentioned business organisation improves its packaging of product,
branding to promote it and its accessories & warranties to increase sales in future. Hence,
product plays a vital role in profit and revenue making for company.
Source:(http://marketingmix.co.uk/)
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Illustration 1: Seven Ps of Marketing mix

2. Price- This is another element of marketing mix for Cadbury brand which is at leading
position in confectionery market at international level. If quality of product is high then it
invites high price too. For example, Cadbury provides top standard in beverages like
Oreo, so it requires increased rate for customers at some places (Mihart, 2012). On other
hand, most of its product are sold at very reasonable price which makes it more desirable
for consumers. It has lower cost items like perk and five star which covers a huge
segment of market. Being a premium brand in chocolate field, Dairy milk is accepted in
various places all over the world due to its lower price for target segments. There are
some strategies like market segmentation, skimming and neutral pricing. To evaluate the
final rate for goods, company must consider actual cost of it so that it can keep a
reasonable margin while selling. Another thing to keep in mind is that customer
perceived value and whether slight decrease in price would increase market share of
organisation or not. Thus price is also an crucial part of marketing mix of Cadbury to
attain its goals and objectives.
3. Place- Another element of marketing mix which affect sales and promotion of product in
long term is postilion of store of company. It is where product is sold or distributed to
customers. To increase sales of product, Cadbury uses locations where customers can get
goods easily. Company has its wholesale distributors which distribute product among
retail stores. It makes sure that its all stores are accessible for potential buyers all over the
world. Mentioned organisation uses some important distribution strategies like intensive,
exclusive, selective and franchising (Nguyen and Simkin, 2012). For example, Cadbury
uses franchising in which it gives its brand right to sell its chocolates and sweets so that
many consumers can reach to stores. This a legal contract by which company can
increase its sales in long term at reachable places. If place of distribution is hard to access
then it can decrease the sales and consequently harm business in future.
4. Process-This includes procedures and their ways through which product is delivered to
consumers. It also contains about how services are consumed by customers so that
company can make appropriate efforts to improve it. For example, Cadbury analyses its
pay system, distribution and other systematic procedures which play a vital role in getting
customer satisfaction to ensure that business is running effectively and efficiently.
Packaging of product is major part of this marketing mix as most of consumers get
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attracted by packaging material for hygiene factor. Process in which product and services
after delivered to target public affects sales and consumption. Research and development
is conducted by business organisation to determine trend in product design so that
customised process can be available for target market. Thus process is a valuable aspect
in marketing mix for company.
5. Physical evidence- It is a space which includes ambience, layout and branding which
help in attracting target audience (Pike, 2015). For example, surrounding at store affects
sales in a positive as well as negative way. Cadbury uses best quality packaging material
which helps in increasing its product sales at higher rate and maximum target audience is
covered all over the world. As it is not a pure service organisation, there is less
importance of physical evidence to promote product.
6. People-People of business organisation include employees, customers, suppliers and
management who are part of external and Internal environment of company. These
elements have a major impact on sales, activities, strategies and marketing of product in
the long term. Employees of any business organisation can uplift standard of performance
, on other hand, their weak plans can hinder growth of business in future. For example,
Cadbury should analyse that whether there are enough workforce to make full efforts to
achieve desired goals or not. Consumers are also important part to consider as their
demand affects sales of product and services. It should be evaluated that there is enough
demand of chocolates in particular place or not. Thus employees can increase efficiency
of business in future and if best people are found, they can give their best efforts to get
higher profit and revenue for company.
7. Promotion-Last but not the least element in marketing mix is methods through which
product or services can be promoted to achieve target profit margin in long term in future.
It is an effective tool to boost brand recognition and sales of goods of business
organisation (Kim and Hyun, 2011). Many companies offer free gifts and special offers
on occasions. Other promotional methods are endorsements, joint ventures, completions,
user trails, direct mailing, leaflets & posters and advertising. For example, in India, there
are a lots of people who love sweets. Cadbury uses different promotional strategies for
specific product. For Cadbury celebration, it has position as gift on festival occasions. It
is a major commercial consumer base in which chocolates are bought in bulk. On other
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hand,Eclairs has a low cost position in market and Bournville has very strong health
positioning in confectionery industry. Thus there are many aspects which play a vital part
to improve and weaken performance of business in long term. These can affect possibility
to achieve desired target of profit maximisation and revenue generating through
considering these major elements (Luan and Sudhir, 2010). So Cadbury can boost its
sales of product in many ways by improving place, pricing and other strategies.
TASK 3
P 4 Produce and evaluate a basic marketing plan for Cadbury
It is a method through which business organisation makes strategies to improve its
existing performance and get maximum output in term of profit and revenue. As Cadbury is a
well known brand in confectionery industry in international market environment, still it has to
maintain its product quality and popularity. This is a food company which provides chocolates,
beverages and sweets all over the world especially milk chocolates, crème eggs and roses
selection box. It implements an effective strategy to increase sales and quality standard of
products. There are some major steps which are taken by Cadbury as followings.
1. Determine organisational objectives-This is the first step in making effective marketing
plan for Cadbury. Being a leading brand in market, it has to determine its objectives of
long as well as short term (Kotler and McDougall, 2014). If objectives are not clear to
management of company, they can npt be able to make further efforts to prepare en
efficient plan for growth. Target of organisation includes what is the main purpose of
business and exact data of desired profit in future.
2. Assess of organisational resources-This is second step after determining objectives of
business organisation. Company makes suer that its plan will be accordance to available
resources so that no imbalance in number of resources and their utilisation can appear in
near future.
3. Market audit-This is the most crucial stage in marketing plan for Cadbury as it includes
all direction analysis to see real position of company in environment. This audit helps to
understand performance and image of brand in sight of consumers and within
organisation (Westwood, 2010). There are mainly two types of market analysis, one is
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SWOT in which inside situation is evaluated and second is PESTLE in which outside
performance is determined. Followings are some explanation of these two.
SWOT analysis-This contains all sides of company as weakness, opportunities, strength
and threats. Followings are some explanation of these four aspects.
Strength- Cadbury has a wide range of products in chocolates and sweets which target
different target groups. It is a world leader in these products due to best manufacturing and huge
distribution channel operating in 190 and more countries. The mentioned company has effective
resource which makes more diversity possible for new markets. It has strong brand recognition
especially products. Organisation has introduced new flavours and seasonal products. It uses
effective manufacturing process with innovative ways and latest technology. Cadbury is attuned
in digital and social media elements to spread brand image among target audience (Nikolaou and
Evangelinos, 2010). It has powerhouse products like dairy milk, Bournvita and five star which
capture maximum market in confectionery industry.
Weakness-As compared to competition, Cadbury has limited portfolio in term of its
products all over the world. Outside of Europe, it has less brand recognition which forces
company to make more efforts to attract more consumers. For example its main rival Nestle will
have to do in United States of America. As its origin brand Kraft food is less popularity in
market, so some attributes of Cadbury might be diluted with this brand. There have been some
controversies related to advertisement and worm found in chocolates made an international issue
which lowered image of organisation name in a negative way.
Opportunities-The company has reached its distribution channels in rural market all
over world. It has increased its penetration in untapped segment of confectionery industry which
will benefit in long term. As it has been acquiring a healthy and close competition, it could uplift
its dominant position. In food segments, Cadbury has introduced a wide range of products that
will help in gaining more profit and brand image among consumers. Being a part of kraft
company, it will benefit in research and development resource to make more innovative and
developed product to capture maximum number of customers.
Threats- There is possibility that company can face more cost for raw material, transport,
manufacturing, packaging and ingredients. As it has close rival in confectionery industry which
may lead to aggressive marketing tactics and price war resulting in unhealthy environment. Due
to corporate social responsibility, Cadbury has to be specific and transparent for its activities and
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business, else it can loose its image in market (Yuan, 2013). Health conscious people would not
prefer chocolates but fruits which will decrease sales of its product in future.
PESTEL analysis- This audit helps in evaluating real situation of market outside
company. As Cadbury is operating its business in various countries, so it has to consider some
major factors which can affect it in a positive as well as negative way. For example, government
policies, environmental, social aspects, technology, economy and legal factor must be considered
by mentioned company to achieve objectives and goals.
4. Marketing strategies and budget- After analysing all directions for evaluating market
situation for Cadbury, an effective marketing strategy is made and most suitable budget is
prepared for it. This includes a set of alternative plans which will boost revenue ans
market share of business organisation in long term in future. Strategy musty be flexible,
adaptable and efficient so that it can be implemented in accurate way and maximum
customers would be satisfied with products (Dockalikova and Klozikova, 2014). Another
thing to be considered is budget plan which will help in financial terms. For example,
Cadbury can make its strategies with help of porters five force model or Kotler marketing
mix method.
5. Action plan-This is the final stage in this process of Cadbury which includes selection of
best action plan to implement for further growth of company in long term. This is
monitored by marketing manager and if any gap is found between desired results and real
results,appropriate steps can be taken to correct it. Feedback is used to control whole
planning which helps in achieving accurate results in future. This step is most crucial
stage for company as it has huge impact on outcome in long term. Thus there are many
steps in planning for more progress of business which helps in accomplishing objectives
and goals to compete in confectionery market environment at national as well as
international level.
CONCLUSION
From the above report it can be concluded that marketing is an inseparable part of any
business organisation as it contributes to attain positive customer feedback about product and
services. Functions of it like distribution, selling and financing etc. are important elements for
marketing manager of company like Cadbury. Being a leading brand in the world, it has to take
care its consumer needs and desires related to product performance in confectionery market. As
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there is cut throat competition in every industry, company must take some appropriate actions
which can uplift its progress in future at higher rate. By doing so, it can capture a lion share in
this field of market at international level. Business operations of company are affected by
external as well as internal environment to a considerable extent. So to maintain a balance in
growth and standard, all marketing essentials must be fulfilled.
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