Marketing Essentials: Cadbury, Nestle and Marketing Mix Analysis

This report delves into the core principles of marketing, examining the key roles and responsibilities within a marketing function. It begins by defining marketing and its significance in business operations, using Cadbury as a case study to illustrate these concepts. The report then outlines the various functions of marketing, including marketing information management, distribution management, product and service management, pricing, promotion, selling, and financing. It further explores the duties of marketing in relation to the marketing environment, such as market research, segmentation, and brand equity. The report also analyzes how marketing functions interrelate with other organizational departments, including production, human resources, finance, IT, research and development, customer service, and sales. Finally, the report compares Cadbury with Nestle using the 7Ps of the marketing mix to evaluate organizational objectives and goals, concluding with an evaluation of a basic marketing plan.

Marketing essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK1.............................................................................................................................................3
P1. Key roles and responsibilities of marketing function...........................................................3
P2. Roles and responsibilities of marketing in respect of organisation context..........................6
TASK2.............................................................................................................................................8
P3. Distinguish between two organisation by applying marketing mix in order to
accomplishing objectives............................................................................................................8
TASK3...........................................................................................................................................11
P4. Evaluation of basic marketing plan.....................................................................................11
CONCLUSION..............................................................................................................................13
REFRENCES.................................................................................................................................14

INTRODUCTION
Marketing essential plays an vital role in overall operations of business. It helps in
creating long lasting impression on target audiences and establish permanent trust on company.
In other word marketing is way of exchanging goods and services to other person and getting
consideration on the behalf of it. According to marketing association “ It is an activity, set of
actions which has been used for the process of creating, communicating, delivering and
exchanging information from one other in respect of their products (Dibb and Simkin ,2013) .
Under this assignment the company which is preferred I.e. CADBURY which established in
year 1824 by John Cadbury which engaged in chocolates and confectionery items. Further
company comprises of 71,657 around employees who deliver the services to large public all
around the world. Apart from it this project defines all the role responsibilities related to
marketing function and describes about the comparison with Nestle by comparing it by 7P'S of
marketing mix in order to determine all the organisational objectives and goals.
TASK1
P1. Key roles and responsibilities of marketing function
In every organisation different types of functions has been performed by management team
which consist of different roles and responsibilities. Further company need to understand all the
marketing functions in order to execute their operations in effective manner. In simple word it
has been said that marketing is not an simple procedure but it require efforts of whole marketing
team who uses their promotional tools in order to create awareness among customers regarding
the availability of new items in market. Marketing research has to do different types of research
in market in order to know the current demand and trends of customers. They require to prepare
proper strategic policies in order to beat all the challenges of rivalry. Therefore CADBURY
managers require to evaluate all the major functions which performed under marketing concept
are stated below:- Marketing information management:- Under this step the most important thing which
included under it is MIS system in which all the data and information are maintained in
order to manage all over operations of business (Brassington and Pettitt ,2013). The main
objective regarding inclusion of MIS system in organisation is to taken rational decision
making at the time of facing complex situation. Decisions may be related to packaging,
pricing, quality in respect of goods and services. For example CADBURY manager in

order to maintain their sustainability in external market require to make modifications
according to market demand in respect of the products they are dealing. Distribution management:- Distribution management system is basically a way through
which organisation is able to manage all the distribution system of goods and services in
effective manner. It is utmost responsibility of manager to examine all the performance of
distribution system in order to know if any issues and problems arises in them. Cadbury
is multinational company whose products are exported at different countries so the role of
marketing manager is to see whether all stock are maintained in order to deliver all the
goods to clients at specified time period. Product and service management:- Another important marketing function of every
department is the management of all products and services in proper manner. Their are
different issues in which manager has to deal with. For example if company dealing in
tangible products then they have to manage everything properly on the other hand if they
are dealing in intangible things it is very essential for them to maintain the standard
quality of it which satisfy the target customers. Therefore Cadbury manger has to
systematically manage all the inventory of goods and services in order to running their
business operation effectively. Pricing:- In most of the organisation price of particular product has been decided on the
basis of market demand and supply. Further strategic level of company formulate proper
pricing strategies which suited to their vision and objectives. Pricing is that factor which
plays an essential role in order to maximise the sales and profitability of company. For
example Cadbury marketing first scan their rivalry pricing policy on the basis of which
they decide their own pricing strategies. Promotion:- Organisation whether small or large has to make proper planning regarding
all the promotional tools which were using at the time of sale of goods and services in
optimum manner. Promotion include advertising, roadshows, exhibitions and various
marketing channels through which they give information to their customers regarding the
upcoming products in the market. For example Cadbury is one of the big organisation
who uses their own promotional strategy in order to delivered maximum goods to their
customers.

 Selling:- It is considered as most important function of management in which transaction
has been taken place between buyer and sellers in respect of goods and services and in
consideration company get money for it. Different procedures has been evaluated under it
in which more and more goods are sale to prospective buyers so that they earn huge
profits. Therefore, Cadbury has to find that appropriate measures that make their selling
process more effective and appropriate. Financing:- Finance is consider as blood of organisation through which all the
operations and projects has been implemented. Finance department give all the
information regarding the availability of funds to marketing manager through which
marketing manager decided their strategies and policies which help in increasing the
market value and profitability of company. Cadbury is one of the famous confectionery
company who develop their products according to the customer demand and maintain the
standard quality by using different promotional measures and techniques through which
more finance available.
Duties of marketing in respect to marketing environment:-
Marketing management consider as appropriate process which involve designing,
maintaining and planning of overall marketing concepts. Further it also cover all the process
related to sales, promotion and pricing help in increasing number of customers in market.
Following are the duties in relation to environment are described below:- Marketing research:- It is vital responsibility of marketing manager to conduct the basic
research regarding price, quality and number of customer in providing standard quality of
goods and services at proper market place (Lipsman and et. al. ,2012). Market segmentation:- In whole competitive world market is uncertain therefore
Cadbury require to make adequate clarification on the basis of market information. This
method is very useful in identifying client demand and do promotion of products
according to it.
 Brand equity:- It is basically the brand image and goodwill that company at market
place. Maintaining good reputation in market place help in establishing good relationship
and trust among target audiences which leads to increase in sales and revenue also.
Apart from it the key elements of marketing functions are following:-

Research:- Under this step the main function of marketing manager is to make adequate research
regarding the customer demand and wants on the basis of which products provided to customer
for fuller satisfaction.
Strategy:- It is consider as high level tactics performed by strategic department after consulting it
from marketing department who gives the basic idea regarding the proper framework in their
strategies.
Planning:- Under this step forecasting of sales and financial planning has been done with the
help of effective communication with marketing department.
Tactics:- It is considered as last role of marketing in order to achieve the long term objectives of
organisation. Different method like discount offer and premium used for increasing sales.
P2. Roles and responsibilities of marketing in respect of organisation context
Organisation is comprises of different activities that help in achieving goals and
objectives of business properly. Apart from it, comprises of different functions and tools which
need to be understand by mangers and workforce in order to take decision which support them
from organisation point of view (Perreault ,2010). Various companies decide their own
organisation structure in which they divide the works among different workforce according to
their specialisation. Their are different types of functional areas whom we can inter-link with
marketing function are described below:- Production department and marketing management:- Under this production department
produced according to market demand and supply. In order to optimally utilised all the
resources of company they need to take data from marketing department regarding their
goods and services position in market, on the basis of which all the activities has been
undertaken. Marketing management communicate time to time regarding the order
management so there is no issues in future regarding the shortage of products. Human resource department and marketing management:- There are different
department and divisions in organisation who are working together can be interlinked
with each other therefore, when the HR department at the time of recruiting and selecting
employees take the assistance from marketing management in order to use all the
promotional tools like advertising, newspaper publication in order to aware the people
regarding vacant job positions. It is the utmost duty of HR manager to use their skill and
capability in order to select suitable work personnel for accomplishing all the task and

objectives in appropriate time period. For example HR manager at the time of selecting
individuals for marketing division require to understand their knowledge and skills which
help in enhancing growth of business. Finance and marketing:- Both financing and marketing are interconnected with each
other, absence of any division leads to different and problems. Company at the time of
launching any products through marketing division in such case they need to take the
advice of finance manager regarding the availability of budget which used in promotion
of goods and services. From all the support and research finance department require to
allocate all the money require in every launch which help in facilitating better
information of product to each and every user. Cadbury marketing and finance
department both need to understand their roles and responsibilities in order to carry out
all the functions properly. IT department and marketing function:- In the world of digitalisation and technology IT
department help company to update with all the recent changes in technical world.
Knowledge and information regarding all the modification coming in external market is
vital for the sustainability of business. Marketing department take the update from IT
department regarding the availability of employees, total stock and resources needed for
enhancing sale and profitability of business. Research development and marketing:- In every organisation research department
investigate about all the innovative and creative changes coming in external market. This
allows them to make changes in their organisation structure in order to remain sustain in
competitive world. Further research division has to make many invention in their existing
and new products which help marketing manager to perform their task effectively.
Research department has to make many innovation in their marketing information system
which help in collecting and gathering data which can be used by marketing department
in order to formulate inventory list in appropriate manner. So, Cadbury marketing and
research department has to understand their roles and responsibilities for maintaining
brand image and goodwill of company. Customer service and marketing department:- Both department help organisation in
achieving long terms goals of company. At the the when any client purchased the
products and they feel any confusion and issue in regarding to products features in such

case they may contact to costumer service department which sort out all the confusion
coming in the mind of person. Further it also provide the guidance to marketing function
in respect to any improvements made in their existing product in order to add the value in
their goods and services.
 Sales and marketing department:- Sales team required to produce their goods and
services on the basis of information provided by marketing department in respect of
demand related to goods and services properly. All the functions of sale and marketing
team are interlinked with each other whether at the launching new product or make
modification in existing goods. Cadbury whole marketing management team require to
evaluate overall demand in respect of manufacturing of goods. This will help sales team
to make their strategies in respect of selling goods.
Therefore, Cadbury has to considered all the above points in order to facilitate workforce growth
and running all the functions of management in good and appropriate manner. Further it also
enable them to increase the revenue and market share of company (Moore ,2014).
TASK2
P3. Distinguish between two organisation by applying marketing mix in order to accomplishing
objectives
The most important objective of every organisation is to remain sustainable for longer
period of time. Different tools and techniques used by organisation in order to achieve all the
organisational objectives and goals. Further marketing mix is that major concept through which
goods and services are sale to end customer (Durmaz ,2011). In other word uses of all the
mechanism and tools that facilitate higher sales and growth. Marketing mix is that type of
business tactics that can be used at the time of strengthen the product portfolio of company.
CADBURY is UK based confectionery brand deals in different types of chocolates who has their
own brand value in the eye of customers. In today dynamic environment there are numbers of
competitors coming so at the time of preparing strategies company need to examine rivalry
actions. Nestle is one of the major competitor of Cadbury who deal in same sector only.
Therefore in order to know the actual position in market 7P'S of marketing mix has been used in
order to compare the two competitive organisation which described below:-
Basis Meaning Cadbury NESTLE

Product Product can be
anything that offer to
target audiences with
the main objective of
satisfying the needs
and wants
appropriately. This is
one of the major factor
that decide the
sustainability of any
organisation.
It deals in many
chocolates like Dairy
milk, Perk, Five star
and Oreo biscuits also.
Main product of
Nestle are Kit-Kat,
Milky-bar, Munch and
polo power mint in
order to enhance their
growth.
Price It can be described as
term which has been
decided on the basis of
market demand and
supply. Basically some
consideration
company getting in
return to their items.
Prices can be affected
by exchange rates of
particular economy.
Cadbury first coming
with lower price
strategy and demand
increase they increase
the rate of their goods
in order to enhance the
sales.
Nestle management
team increase and
decrease their product
prices if other store
have the same
products.
Place Place deciding that
particular region or
area where company
sell their product
either by opening their
own outlets or through
franchising business.
Cadbury fixed
different places
according to customer
convenient in order to
reach at that location.
They may be in form
of retail stores, online
sites and through
Under this case nestle
not only sell in europe
but also reach globally
and follow the
complete procedures
which start from
manufacturing,
producers, retailer and

different exhibitions. then customers.
People These are consider as
target audiences of
company to whom
they provided their
own goods and
services. It is essential
for management to
understand all the
things properly in
order to accomplish all
the goals of
organisation.
Cadbury in order to
beat all the challenges
of competitors provide
appropriate training
and development
program in order to
enhance
professionalism factor
in them. This allow
them to improve their
skills and abilities at
the time of performing
operations.
Nestle employees are
well trained and
professional but as
compare to cadbury
they do not proper
workforce in order to
execute operations
effectively.
Process It is vital for
organisation to choose
transparent method of
processing so they
easily manage their
operations effectively
and also helpful in
accomplishing all the
organisation objectives
fully.
Cadbury using high
standard of services at
the time of delivering
goods and services.
This also help in
satisfying the
customers in
appropriate manner.
The procedure used by
Nestle at the time of
providing goods and
services are low in
standards as compared
to Cadbury and
profitability of
business is not high as
compare to their
rivalry.
Physical evidence Expanding brand
across communication
that means if any
company deals in
tangible product
signify the physical
Maintaining standard
quality of goods and
services is very
important to describe
physical evidences that
help in dealing the
Nestle having their
own physical
evidences their their
goods and services but
not so perfect as
compare to Cadbury.

evidences. market environment
more effectively.
Therefore, it is vital for company by using marketing mix techniques they can compare
their products with other rivalry in external market. Further helpful in enhancing product
portfolio of organisation. Better control and management of marketing team helpful in managing
sales of business properly. Apart from it all the above 7P'S of marketing mix is one the strong
competent through which company compare their performance with other rivalry which leads to
provide competitive edge over competitors. In seven elements such as products, price, process,
place, physical evidences and promotion are playing essential role in awareing clients about the
brand quality and effectiveness. By using latest technologies and digitalisation helpful in inviting
pool of customers which enhance growth and profitability.
TASK3
P4. Evaluation of basic marketing plan
Marketing plan:- It has been described as legal procedure in which different plan,
strategies, vision and objectives are made in order to clear all the task of organisation. Apart
from it gives the detail about the overall budget occur every year by association (Martin,
Campbell and Harmsen ,2014). In order word systematic framework of all strategic compliance
that helpful in maintaining ethical practices. It further use for SWOT analysis, pestle and
Cadbury marketing plan includes all the factors and elements which describes below:-
Vision of Cadbury: “ Working together in order to create brand people love”.
Vision is generally formulate for long term purposes at the time of establishment of
company on the basis of which all the objectives and strategies are formulated in order to achieve
the overall objectives of company. Vision of Cadbury specify that management work in a team in
order to create and manufacture such products and services which help in increasing brand love.
Mission:- It is generally made for short term purposes on the basis of which different tasks and
targets are allocated to various individual for making working process more simple and easy.
Mission of Cadbury:- “ Cadbury means quality which is their promise. Our reputation is
basically build on the basis of quality and our commitment for continuous improvement in that”.
The above statement clearly describe about the standard quality maintained by
organisation and take the feedback from customer in case if any improvement has been made in

existing products and add features in new goods. The main criteria behind it is to satisfy the
customer demand at the time of time of delivering products to them.
Objectives of Cadbury: objective can be define as blueprints in which tasks and targets are
prescribed in order to achieved organisational goals. Following are the key objectives of Cadbury
company are stated as follows:-
 Basic objective of Cadbury is to become world biggest confectionery company and
perform better than their competitors and become the leading companies of the world.
 To produce more and more chocolates with different features that attract the target
customers towards it.
 Main focus is to improve the quality standards of products on the basis of feedback and
opinion of public.
 Apart from earning profit company focusing on CSR activities in which they contribute
more funds for the objective of social welfare.
 To become the global brand by opening more stores in different countries in order to
survive for longer period in competitive market forces.
STP of Cadbury:-
Segmentation It divide their segment into demographic and
behavioural segment in which demographic
includes premium and basic product and
behavioural include occasional product like
celebration after dinner.
Targeting It's target audiences is basically include
children, youngster and other audiences that
enhance their sales.
Positioning Under this stage they want that youth see that
Cadbury as known for chocolates and
positioned as carefree, spontaneous and real
moments.

Cadbury is a renowned organisation known to deliver eatables throughout the world. The
company have relied upon its manufacturing process which helps in retaining a superior position
in the market. This organisation carries out is operations under Kraft which is a parent
organisation (Jones and Rowley ,2011). It is essential to regularly determine strengths and
weaknesses of organisation as it strengthening business position. For such assessment, SWOT
analysis is employed so that examination could be carried out in an structured manner. The
SWOT analysis for Cadbury is as follows:
Strengths: These are referred to the strong suits of an organisation. Cadbury possess
strong manufacturing unit which helps it in catering distinct needs of market with its diversified
portfolio. The ethical and sustainable approach which is practised by organisation tend to
influence its positioning in an improved manner. The additional strong suit of organisation is its
marketing and promotional tactics.
Weaknesses: These are shortcomings which are to be addressed by an organisation.
Confectionery is sole performing segment of the company and possess a heavy reliance on the
same.
Opportunities: Cadbury can expand it market share in emerging economies such as
china, Russia so that sales could be maximised. The another opportunity which lies with the
organisation is lower their cost of production so that more profitability could be entertained.
Threats: The significant rise in the cost of production and transportation have emerged as
a major threat for this business. The health consciousness of people around the world will impact
sales of the company.
It is equally important to conduct a environmental analysis so that latest trends and
preferences of could be identified along with seeking favour-ability of business. PESTLE
analysis is considered to assess the situation in the operating market.
Political Factors The government have recently proposed taxes relating to sugar tax which
are to be conformed by the company. The measures which are taken by
government have impacted upon disposable income which are availed by an
organisation.
Economic
Factors
The phase of depression provided Kraft an opportunity to take over Cadbury
in hostile manner. This brand at present focuses on getting maximum
economic benefit out of scenario rather than preserving and protecting brand

name.
Social Factors This organisation have been successful in dealing with dynamic demands of
people. The company have recently re-introduced chocolate bars with
minimal calorie count and decline in sugar content for health conscious
segment.
Technological
Factors
Technology is vital for an organisation dealing in manufacturing segment.
The incorporation of technology in business leads to cost effective approach
of advertising along with bring down costs of production of goods which
helps in dealing effectively with rising costs of inputs.
Legal Factors This organisation operations at worldwide level therefore exposed to variety
of legal elements. The food regulatory body have proposed a sugar tax
which tend to influence functions which are carried out by this mega
corporation.
Environmental
Factors
Cadbury have been involved in numerous environmental issues and
packaging which has been employed by them is being questioned. Lately,
this organisation have adopted sustainable means to perceived as favourable
by target segment.
Market Budget:- It is considered as that document that help the company how effectively they
implement their upcoming projects effectively in financial term. Therefore Cadbury manager
must create such budget that gives the detail about all revenues and expenditures arises during
the year which lead to execute every plan successfully. Marketing budget can be prepared in
following manner:-
Marketing Budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 54000 11600 14000 21000 15500
Investment 20000 14600 15500 14300

Total 54000 31600 28600 36500 29800
Marketing
expenditures
Advertisement 9500 6500 6100 6000 6300
Sales
promotion
1500 2000 4400 2900 8400
Direct
marketing
6500 5500 3000 7000 1500
Total 17500 14000 13500 15900 16200
Available
balance
36500 17600 15100 20600 13600
CONCLUSION
It has been concluded from the whole assignment that marketing is one of the important
element in respect to overall growth of business. Further different types of marketing
promotional tools has been used in order to create awareness regarding available product in
market. Apart from it 7P'S of marketing mix has been used in order to strengthen the product
portfolio and described the importance of marketing functions with other function of department
in order to accomplish the goals of organisation.

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Online:-
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