Cadbury Marketing Plan: An Analysis of Marketing Essentials

This report provides a comprehensive analysis of Cadbury's marketing strategies, encompassing key concepts such as production, product, selling, marketing, and societal concepts. It delves into the marketing process, including situation analysis through PEST, 5C, and SWOT analyses, and details the development of marketing strategies, marketing mix decisions, and implementation control. The report outlines the roles and responsibilities of marketing managers, highlighting their influence on other organizational departments, and emphasizes the importance of marketing within the company. Furthermore, it explores the interrelationships between various functional departments and concludes with a basic marketing plan for Cadbury, offering insights into how the company utilizes elements of the marketing mix to achieve its objectives. The report is a valuable resource for understanding the intricacies of marketing within a multinational confectionery company.

MARKETING ESSENTIALS
1

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
1.Introduction to the concept of marketing ................................................................................3
2.Marketing process ...................................................................................................................5
3.Roles and Responsibilities of marketing managers.................................................................7
4.How marketing functions influences other departments of organizations..............................8
5.Importance of marketing and value in organization ...............................................................9
6.Conclusions that emphasize the significance of having effective interrelationships between
different functional departments ................................................................................................9
7.Comparing ways in which organizations use elements of the marketing mix to achieve its
objectives...................................................................................................................................10
8.Producing the basic marketing plan for Cadbury .................................................................11
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14
2

INTRODUCTION
Marketing is an action of promoting and selling product and services, with the help of
research. It is basically used and created to satisfy customers. Cadbury is a multinational
confectionery company which is owned by John Cadbury in the partnership with his brother
Benjamin in 1847. Cadbury became second largest confectionery brand in the world after Mars.
The present report will cover all the aspects of marketing. Report will provide all concepts of
marketing including current and future trends with an overview of different marketing process.
Report will provide the roles and responsibilities of marketing manager. It will also give deep
insight of influence of marketing in the functional department of organization along with
importance It will also provide information about interrelationships between different functional
departments. Later, it will evaluate a basic marketing plan for the given organization.
1.Introduction to the concept of marketing
Concepts of marketing are divided into five major concepts which shows the core at
Cadbury. The concepts of marketing consist of present as well as upcoming trends for best
marketing planning. The concept includes selling, production, product and societal concept of
marketing respectively (Concept of marketing, 2014).
3

Production concept
This concept basically focuses on those products which are easily available and can be
afforded by customers (Stern and Porr, 2017). It is one of the oldest marketing concept.
Production shows that consumer was inclined towards the product which are easily available in
market. Cadbury dairy milk chocolate is available in whole world with affordable price.
Product concept
The product concepts focus on those products which are highly innovative and high in
quality. This concept tends towards continuous improvements of products. For instance, Cadbury
has brought various innovation in its chocolate like Cadbury fruit n nut and Cadbury crunchies.
Selling concept
In the selling concepts of marketing consumer tends to focus on those products which are
highly advertised and promoted. The consumer with modern mind-set get attracted towards
promotions of various products. For instance, for heavy promotion to attract its customers
Cadbury has done advertisements by celebrity.
4
Illustration 1: 5 core concepts of marketing
(Source: Concept of marketing, 2014)

Marketing concept
This concept focuses on needs and wants of the customers. In this model achievement of
goals depends upon requirements of target market. Marketing management applies a “customer
first” approach in this market. It is a modern concept by adopting this concept organization can
earn a profit form long term. For instance, for the ease of customers Cadbury has made
celebration boxes consisted of all brands of Cadbury.
Societal concept
This concept of marketing believes in the welfare of society. This focuses not only on
customer’s satisfaction but also provide equal importance to the welfare of customers. For
instance, Cadbury has contributed in education of children of migrant people with NGOs called
SAHYOG. It has also participated in leading edge programs for environment naming 'Purple
Goes Green'.
2.Marketing process
Marketing process is a method of examining opportunities in the market, development of
marketing mix and selection of target market. Every action consists of various processes. Same
also it includes different kinds of processes which are required to do the marketing of particular
products. Process includes various steps which is required for marketing. That steps includes
analysis of situation, marketing strategies, decision of marketing mix, implementation control.
Situation analysis
A careful analysis of situation in which Cadbury found itself as a basis for identifying
opportunities to satisfy unfulfilled needs of customers (Sawant, 2017). Analysis of situation
helps firm in identifying the costumers needs, its own capacity and a market where it is working.
The basic aspect of situation analysis is examining external and internal environment in order to
identify consumer needs and preferences, threats over organization etc. There are various
strategies which help Cadbury in analysing the market carefully -
PEST analysis – PEST analysis includes macro environmental factors which can affect the
business operation. It includes political, economic, societal, and technological factors. This
strategy is used as a climate portion of 5C analysis.
5C Analysis – It includes collaborators, company, customers, competitors and climate. Company
represents the internal analysis of organization while rest are used for external situation.
5

SWOT Analysis – This strategy includes the strength, weaknesses, opportunities and threats.
The first two factors strength and weaknesses aids in internal situation while remaining two
opportunities and threats helps in external situation.
Marketing strategy
Once Cadbury has best opportunity to satisfy customer’s needs, then strategic plan has to
developed for pursuing the opportunities (Rancati, Gordini and Capatina, 2016). The specific
market information that helps Cadbury to decide about target market segment will be done with
help of market research. In this marketing strategy includes -
Segmentation
Targeting
Positioning of product in the target market
Value proposition of target market
Marketing mix decision
After deciding the strategy Cadbury have to make a tactical decision for the controllable
parameters of the marketing mix. In consisted of -
 Product development
 Pricing decision
 Distribution contracts
 Promotional campaign development
Implementation and Control
On this step in procedure, the marketing plan has been formed and goods has been
launched. There are few environment factors that are static, the outcome of commercialism effort
should be supervised closely (Purvis, 2015). As market changes takes place, the marketing mix
can be tuned to adapt changes. As changes become more important, a product should be
redesigned or new product is to be made. If there is a small change in consumer's demand than it
can be adjusted with small advertisement. The marketing process does not end with
implementation, it requires constant monitoring and adaptation is needed to fulfill customer
needs systematically for long-term. Assessing the role and responsibilities of marketing manager
Marketing manager plays an important role in an organization. All the operations related
with the market of product has been done under the supervision of marketing manager.
6

Marketing manager is someone who manages the marketing resources of a business or a product.
The role of marketing manager is discussed under-
It works with top management
One of the important role played by marketing manager is working with top
management. They help top management it identifying marketing plans and policies for the
particular product and services.
Act as a coordinator
Marketing manager act as a coordinator as well as supervisor as it establishes an effective
coordination between the business activities like packing, storage, transportation, sales
promotion, after sale service etc.
Identifies potential markets
In order to develop and increase the demand of goods and services according to
customers taste and preferences (Puddle, 2015). Thus, it becomes necessary for marketing
manager to study all these changes and evaluate product periodically so that necessary
modifications can be done.
Therefore, there are many other roles which marketing manager plays in a Cadbury like
product analyzer, evaluate product, selectors (Select the Channels of Distribution) creator
(creates a marketing plan) etc.
3.Roles and Responsibilities of marketing managers
Basis Responsibilities
Responsibilities towards-
Enterprise
 They decide and control quality and
quantity of production with help of
market research
 fixing the price, forecasting of sale and
product planning.
Employees  Evaluated the performance of employee
and helps in enhancement of
performance.
 they motive they employees, which
7

provide direct benefit to the
development of firm.
Society  As per the needs and wants of society
they provide new products and services.
 Increases the employment
opportunities.
Customers  Helps in removing grievances of
customers.
 Provides after sale services.
4.How marketing functions influences other departments of organizations
The interrelation of marketing functions with other business functions can be explained
as, marketing is the part of enterprise that’s why all departments and functional units are
affiliated with one another. For the effective performance marketing function needs support from
other operational departments.
If a Cadbury wants to introduce new products and services then they need the assistance
of financial department of the organisation, sales, HR, and production department. Further, if
marketing team of Cadbury wants to offer a discount on mass purchase of the products such as
50 % Off free scheme, then they inevitably communicate with finance and production
department of organization (Pappas, 2017). Although the works of departments is different from
each other but they complement each other. One cannot work without the support of each other.
They simultaneously work for increasing profitability of company. The active participation of all
departments helps marketing to obtain its functions I.e. to increase sales. This can be achieved
only with the simultaneous work of all departments. The appropriate budget is provided by
finance department to the marketing department for planning and implementation of plan. To
fulfil the demand and supply of products and services production sector communicates with
logistics section.
According to the market trends, sales and target consumers, human resource policies are
generated. Thus, all functional units of company correlates with each other to bring a successful
marketing plan among organization.
8

5.Importance of marketing and value in organization
For every business marketing is very important. It is a key process of promoting,
researching and selling products or services in the target markets (Larson and Draper, 2015).
Every organization works for profit, which can be obtained from the result of successful sales.
Marketing is a crucial business process where one informs, attracts and convinces people or
group of individuals for that products or services are of value to them. Cadbury uses marketing
very efficiently with the help of different promotional events and marketing campaigns.
If there were no marketing in business, it would fail to run. For instance, if an
organization have most amazing product and service, but if no one knows about its existence
then organization cannot make a single sale. Therefore, it is very important to do marketing of
every products and services of organizations. By providing various flavors in one chocolate
Cadbury satisfies its customers. Creating campaigns for the marketing helps to attract the
customers to buy Cadbury’s products and services. Cadbury have almost 20000 employees over
200 organizations around the world which provides an opportunity of employment. It also
contributes in economic development of a country
6.Conclusions that emphasize the significance of having effective interrelationships between
different functional departments
In today's era there have been so much emphasis on pride and personal achievements at
work place but it can be summarized that every organization is interrelated with each other. They
all are depended upon each other (Lane, 2015). One single department cannot achieve the
organizational goals. The more effective inter-relatedness among all departments clears the way
to achieve objectives of organization. Profitability can be only achieved when whole department
works together for single task. For instance, the marketing section of Cadbury decided to launch
new product that is “Cadbury Licables” that marketing manager needs funds and forecast budget
which would be obtained from finance department. Once they receive funds they require some
manpower which human resource department will render to them. production and operation
department of organization helps in the development of product. Once product has been
prepared, marketing department undertakes all responsibilities of advertising, promotion so that
consumer can get aware about product.
By this way it can be concluded that all the departments of every business are inter-
related with each other efficiently. Apart from that it will provide the interrelationship between
9

all department which will increase the efficiency of working in organization. This
interrelationship helps employees in avoiding conflicts between them and generate trust.
7.Comparing ways in which organizations use elements of the marketing mix to achieve its
objectives.
Cadbury is successful organization that offers high quality chocolates to consumers. It
concentrates on needs and wants of buyers and accordingly provides them goods and services.
The main agenda of business is to raise its profit and expand operations across world. There are
various ways through which enterprise can apply marketing mix to planning process in order to
accomplish goal (Hair Jr and et.al., 2015). These are described as below:
Product: It is considered as most essential element of marketing mix. If organization is
able to offer satisfactory goods to consumers, then people will be satisfied and they will become
loyal towards brand. Cadbury will offer wide range of products to consumers such as cakes,
chocolates etc. It will also provide beverages to buyers and designs special packets for kids. This
makes it different from other competitors. Nestle is the biggest competitor of Cadbury, nestle
offers variety of food items to consumers but if Cadbury increase range of items then it will help
firm in gaining attention of mass audience. Nestle offers chocolates, milk etc. items to buyers
whereas Cadbury turned wide range of beverage and chocolates such as perk, dairy milk etc.
Moreover, it serves biscuits as well to consumers, bournvita of Cadbury is very popular that
makes it different from other competitors (The Marketing Mix 4P’s and 7P’s, 2015).
Place: It is very important for company to provide right item at right place. In order to
increase sales of its products Cadbury has opened stores at high street place. People can easily
reach to its retail outlets (Fine, 2017). Furthermore, it also provides products and services to
buyers online. This is the easiest way to reach to mass audience. Currently Cadbury has more
than 400 retail stores at different place. Cadbury has existence in urban areas whereas Nestle has
presence in rural areas as well. It distributes its items by using FMCG distribution chain.
Price: It is most important factor and influence mind of buyers as well. Products of
Cadbury are quit costly but some of its items are available at reasonable rates. Cadbury takes
support of skimming pricing strategy that assists in gaining more profits to business. Dairy milk
product of Cadbury is a premium brand but it is available at lower price. On other hand Nestle
adopts competitive pricing strategy.
10

Promotion: It is another element of marketing mix; Cadbury uses social media marketing
strategies. It targets young adults. It promotes its brand through Facebook, Twitter. Nestle takes
support of advertisement strategy. Promotional strategies of business make it different from other
competitors.
People: Cadbury treats its employees as assets, it provides them rewards and recognition
that makes them loyal towards firm (Datta Ailawadi and van Heerde, 2017). On other hand
Nestle gives high salaries to staff members. Reward and recognition increases satisfaction level
of employees and they contribute well in accomplishing goals of business unit.
Process: Adopts simple process so that consumers can get easy solutions for their issues.
Its products are available at number of locations and people can reach to it easily. This makes it
different from other competitors.
Physical evidences: Retail outlets of are very attractive, its logo and slogan gain attention
of mass audience.
8.Producing the basic marketing plan for Cadbury
Executive summary
The brand Cadbury is a multinational confectionery company which serves chocolates,
biscuits and beverages plc and is sold in several countries. It started the sales in UK 1905. It is
launched by Kraft foods Inc. which is largest confectionery, food and Beverage Corporation headquartered in US.
Mission – Financial scorecard, judiciously reinforced by priorities, commitments and cultures
Vision- To become a world’s best confectionery company
Core values – Performance, quality, respects, integrity and responsibilities.
Corporate Objectives
 Ensure profitable growth in the market
 Grow shareholder value over long term
Marketing Objectives
 Increase the profitability of Cadbury
 Sustainability of market shares
 Increase in sales
Marketing mix
Marketing mix includes the product, price, place and promotions.
11

Product: The product includes the quality, design, innovation, customer service, availability and
branding properties. Cadbury needs to fulfill the requirements of their customers with its product. Cadbury serves
broad range of chocolate such as dairy milk, five star, silk, gems etc. Furthermore, it offers biscuits and protein
shakes and beverages as well to consumers, bournvita of Cadbury is very popular that make it different from other
competitors.
Price: This is most important part of marketing mix. Cadbury uses best pricing strategies to set price of
products and services. The products of Cadbury are highly affordable with high quality indulgence.
Place: Product availability is important for growth of company (Baker and Magnini, 2016). Location of
store must be approachable for the customers that are target. Cadbury sells its products direct to the whole sellers
and retailers. It has very strong distribution network with 21000 distributors and 450,000 retailers. Cadbury needs
to increase its reach to the rural areas also, so that more productivity can be achieved.
Promotion: Promotion plays an important role in order to increase the profitability of product. Cadbury
uses media mix for campaign consisted of TV, outdoor, internet and radio and use of emotional appeal in
advertising.
SWOT analysis
Swot Descriptions
Strengths  It is considered as best organization, across world for chocolates.
 Due to strong brand name it became popular among its users.
 It has employee strength of around 70000.
 Strong research and development innovation in chocolate
Weaknesses  Lack of penetration in rural market. It is available in only semi
urban areas (SWOT analysis of Cadbury, 2016).
 Large number of population suffers from diabetes, cholesterol etc.
Opportunities  Cadbury can increase its reach in rural areas.
 Market dominance of Cadbury can boost by acquiring competition.
 Diversification of product range.
Threats  Health conscious people can limit the chocolate intake
 Inflation can cause reduction in sales
 High competition from international and local chocolate brand.
12

Strategies
 Consumer preferred brands, drive advantaged
 Customer investment can improve through realization of price.
 Expansion of product platforms and strengthen route to market through partnership.
CONCLUSION
From the above report it can be concluded that marketing plays an important in
profitability of organization. Every organization serves products or services which decides the
profitability of business. If an effective marketing is being done, then the products will bring
profit and vice versa. The present study covers all the aspects of marketing. Report has provided
all concepts of marketing including current and future trends with an overview of different
commercialism process. Document has covered the roles and responsibilities of marketing
manager. It has also given deep insight of influence of marketing in the functional department of
organization along with importance. It has provided information about interrelationships between
different functional departments. Further, it evaluated a basic marketing plan for Cadbury.
13

REFERENCES
Books and Journals:
Baker, M.A. and Magnini, V.P., 2016. The evolution of services marketing, hospitality
marketing and building the constituency model for hospitality marketing. International
Journal of Contemporary Hospitality Management. 28(8). pp.1510-1534.
Datta, H., Ailawadi, K.L. and van Heerde, H.J., 2017. How well does consumer-based brand
equity align with sales-based brand equity and marketing-mix response. Journal of
Marketing. 81(3). pp.1-20.
Fine, S.H., 2017. Introduction to social marketing. In Marketing the Public Sector (pp. 1-12).
Routledge.
Hair Jr and et.al., 2015. Essentials of business research methods. Routledge.
Lane, P., 2015. Human resources marketing and recruiting: essentials of employer branding.
Handbook of Human Resources Management, pp.1-30.
Larson, J. and Draper, S., 2015. Internet Marketing Essentials: A Comprehensive Digital
Marketing Textbook. Stukent, Incorporated.
Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications. 23(2). pp.195-218.
Puddle, T., 2015. Marketing essentials for veterinary practices. In Practice. 37(5). p.259.
Purvis, J., 2015. Human resources marketing and recruiting: Essentials of digital recruiting.
Handbook of Human Resources Management, pp.1-19.
Rancati, E., Gordini, N. and Capatina, A., 2016. Conceptualizing and Measuring Content
Marketing in Luxury Firms: An Exploratory Analysis. In Global Marketing Strategies for
the Promotion of Luxury Goods (pp. 109-132). IGI Global.
Sawant, S., 2017. Non library oriented MOOCs useful for LIS professionals and students.
Library Hi Tech News. 34(9). pp.19-20.
Stern, P.N. and Porr, C.J., 2017. Essentials of accessible grounded theory. Routledge.
Online:
Concept of marketing. 2014. [Online]. Available through:
<https://www.google.com/search?
q=concept+of+marketing&client=ubuntu&hs=SH&channel=fs&source=lnms&tbm=isch
14

&sa=X&ved=0ahUKEwia95aAt9_dAhUMOY8KHXHZDNQQ_AUIDygC#imgrc=iVL5
aWZNqkK9NM:>.
The Marketing Mix 4P’s and 7P’s. 2015. [Online]. Available through:
<http://marketingmix.co.uk/>.
SWOT analysis of Cadbury. 2016 [Online]. Available through:
<https://www.marketing91.com/swot-analysis-of-cadbury/>.
15