Marketing Report: Cadbury and Nestle Marketing Mix Comparison

This report provides a comprehensive analysis of marketing essentials, focusing on the confectionery industry and the strategies employed by Cadbury. It begins with an introduction to marketing, outlining its key roles and responsibilities within an organization. The report then delves into the specifics of Cadbury's marketing plan, including an examination of its marketing mix and how it relates to the wider organizational context. A significant portion is dedicated to comparing the marketing mixes of Cadbury and Nestle, highlighting their similarities and differences. The report covers the key roles and responsibilities of marketing functions within an organization, emphasizing the importance of marketing information systems, planning, financing, promotion, and research and development. It also explores how marketing activities connect with other departments like HR, finance, R&D, and customer service. Through detailed analysis and comparison, the report offers insights into the effective implementation of marketing strategies in the competitive confectionery market.

Marketing Essential

INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Key roles and responsibilities of marketing functions......................................................3
P2 Roles and responsibilities of marketing relate to wider organisational context................5
TASK 2............................................................................................................................................7
P3 Comparison of marketing mix of two organisations.........................................................7
TASK 3..........................................................................................................................................10
P4 Marketing Plan of Cadbury.............................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is a very crucial activity which is required to be conducted in an organisation in an
effective manner as it will help the company in achieving their goals and objectives. In this
department, buying and selling of goods and services are being taken place. The activities which
are included in this department are like production, promoting, communicating and delivering
the goods and services to its customers as they have demanded (Baker and et. al., 2016). The
company requires to have an effective marketing team as it will be beneficial for them in many
ways. Marketing is a very vast subject as here several kinds of activities are being taken care of.
Thus a marketing manager is required to be appointed who will conduct all the important
function in the company in an effective manner. The organisation which will be referred here is
CADBURY. It is a famous confectionery brand which is operating since 1824. They are really
famous for their chocolate brand Dairy Milk all over world. In this report, discussion will be
done about the roles and responsibilities of the marketing team, their connection with other
departments , marketing mix and a marketing plan will also be prepared.
TASK 1
P1 Key roles and responsibilities of marketing functions
According to AMA, “Marketing can be defined as process of creating, communicating,
delivering value to its customer and also managing customer's relationship in order to give
benefit to organisation”. It is he ultimate goal opf every organisation to earn more amounbt of
profits and if they want to complete their this goal then they will have to make sure that they
bare performing well in the market and fulfilling the needs and demands f customers or not.
Through marketing , they will be able to understand the market in a proper manner and thus
production of goods and services can be dine accordingly. There are various kinds of activities
which are conducted inside a marketing department so it cannot be assumed as an easy task to be
performed in an organisation. The efforts made by marketing team make them capable of
achieving the goals of organisation in an effective manner. This is a very important department
as it is having its connection with each and every function hat is being conducted in the company
(Bastable, 2016).
Nature of Marketing:- it can be understood through following points-
 It is considered as a human activity through which the needs of other humans are
satisfied.
3

 This is an activity which is basically consumer oriented so they design their goods and
services for satisfying the needs and demands of the customers. Through this, company
will be able to achieve profitability as well.
Marketing Concept:- It can be considered as a philosophy that the company should identify the
needs of the customers and then make their plans for satisfying these needs and wants. There are
various kinds of marketing concept that needs to be implemented by the marketing team inside
an organisation like production concept, sales concept, societal concept etc. In CADBURY, the
management team is required to implement that concept of marketing which is best for their
organisation because then only they will be able to achieve their goals and objectives.
There are various kinds of roles and responsibilities that are required to be performed by
the marketing team inside an organisation. These are as follows:-
Marketing Information System(MIS) – It is a very crucial system which is required to be
implemented inside the business organisation as they are very effective for the company. It helps
them in knowing about the needs and wants of customers in an effective manner. In CADBURY,
this is an important role which needs to be followed by marketing managers so as to gather all
the relevant information about the needs and demands of customers.
Marketing Planning – For attaining the goals and objectives of an organisation in a
proper manner, company is required to make plans. This system is normally being used by the
company whenever they think of launching new products in the market through proper planning,
they are able to implement all their activities in an effective manner. Like CADBURY launched
a product named Nutties which did not gain much attention and the main was its quantity in
which it was offered. People thought that it is not enough.
Financing - This is additionally a standout amongst the most essential capacity that should
be conducted in every organizations as it is related to arrangement of funds, Funds are required
to be available to direct all the activities in an organization. In CADBURY additionally, reserves
are being required by them for purchasing assets with which products and ventures are being
created. They can organize funds through different sources like investors, speculators and so
forth.
PROMOTION – It is likewise an essential element that should be implemented by the
advertising group as through this only they will be able to make their product famous in the
4

matket. Through this movement, organizations tries to affect the enthusiasm of target clients and
instigates them to purchase products of a specific organization.
RESEARCH-AND-DEVELOPMENT - This is additionally one of the factor that is
required to be directed by each organization to build up their items that they are offering in the
market. This component likewise helps organizations in looking into about the clients in
showcase and examines their necessities and requests in a compelling way. It is an essential
element that should be applied as it helps in development and improvement of an organization
and influencing them to achieve their long terms objectives and destinations also.
P2 Roles and responsibilities of marketing relate to wider organisational context
Marketing activities are done so that client's needs and needs and wants can be recognized.
Through effective learning and aptitudes no one but manager can decide the requirements of the
considerable number of customers. Thus, organization chooses a marketing manager who would
taker be able to care of all the marketing activities in an effective way. Individuals performs
different obligations and functions with the goal that procedures and exercises can run easily in
the firm. In this manner it expands the benefits and profitability of the organization. Firm can
likewise build the piece of the overall industry and it brings about extension and development of
the firm. This helps in keeping up great picture in the minds of customers and in the marketplace
as well.
Different divisions have diverse kind of functions in the association. Marketing manager assesses
the working of every office and henceforth appoints the obligation to every one in the firm.
Therefore organization can procure more benefits and increment the efficiency. Obligations and
duties of CADBURY are-
Human Resource Management and Marketing – This department is essential in
maintaining the business. Through this, there is successful working of the association. Human
resource department recruits numerous individuals in the organization. So consequently human
asset oversee selects the marketing manager which can assess every one of the elements of the
promoting and can achieve the objectives and objectives. HR director assesses the
knowledge,capability, potential and the experience of the individual to be selected as a marketing
manager. HR head additionally screens the abilities of representatives that they can play out all
exercises identified with showcasing adequately. They likewise compose preparing projects and
occasions to prepare the workers with the goal that they can play out every one of the exercises
5

in the productive and powerful way. Through this exercises and assignments run easily in the
organization. Hence organization can accomplish the targets and objectives. This outcomes in
acquiring of more benefits and efficiency of the organization.
Finance and Marketing – It is the most essential department in the organization as it
deals with the cash engaged with the organization. They choose the measure of cash required in
each activities of the organization. Finance supervisor deals with all the cash engaged with each
division. Through this there is viable working of the association. Human resource division
admits numerous individuals in the organization. So subsequently, human resource manager
designates the marketing manager as well which can assess each one of the elements and can
achieve the objectives and objectives. Finance department creates budget for various activities of
the marketing department. Through this there is no wastage of resources in the marketing
department. They allocates funds on each events and activities related to the marketing.
Research and Development and Marketing – Since each organization needs that their
item ought to be best in the market and for this they have to present changes according to the
patterns that are going ahead in the market. This is an essential action which should be directed
in order to be in rivalry. Effective research is required to be done by the organization for
actualizing changes that is required in the item. In this way, research and development
department takes help of marketing team for doing exercises like developments and
advancements in the products. They are given the duty to dissect the market and afterward make
the products like the requirements and wants of the clients. CADBURY is likewise having solid
research group who are having great learning about the preferences of clients and this is the
principle reason that organization is ruling the market.
Customer Service and Marketing– Customer service department helps the company by
taking care of all issues of the clients once the deal is made. It isn't straightly associated with the
elements of organizations as they care for issues of customers not workers. This is an
exceptionally basic department that should be executed by organizations for dealing with their
clients. In this way, marketing department will help them in comprehend the issues of clients by
doing different sorts of studies. When issues are known to them , customer service department
can solve it by giving powerful arrangements.
6

TASK 2
P3 Comparison of marketing mix of two organisations
It is wish of every company to be placed in the market for longer period of time so that
they can gather more no. of customers and gain more profits as well. This will be a very
beneficial situation for the company as they can outwit their competitors in a very easy manner.
For achieve the goals and objectives of organisation, the managers of CADBURY is required to
implement various types of tools and techniques through which the marketing activities will be
carried out in an effective manner. It is the responsibility of marketing manager to make sure that
all the techniques are being applied in an efficient manner. One of the most effective tool that are
being applied by the marketing managers is the Marketing Mix. This approach is being applied
by most of e marketing managers because through this the products gets to reach the customers
in an easy manner and is stayed there for longer period of time as well. Through this, the
organisation will also be able to promote their products in an effective manner and develop a
good brand image in the market as well.
In context with CADBURY, they are one of the best organisation in confectionery
industry all around the world and that is why they are having a large amount of market share as
well. They are so strong in market that their position can not be taken by anyone else. But still
they need to make some effective strategies so that they can face their competitors in a strong
manner. There are so many competitors of CADBURY but one of the strongest is Nestle. Since
their market share is not less than CADBURY, they are giving tough competition to them ion the
market.
Marketing Mix can be characterized as a procedure through which organizations are
attempting to make their brand image in the market and in addition in the minds of consumers as
well . It incorporates seven components which are required to be considered while inaugrating
any product by the organization in the market. An examination is required to be directed amongst
CADBURY and Nestle in order to see each of their components in a powerful way. So, the
marketing mix is being done as follows:-
Marketing Mix of CADBURY: The factors that are included in marketing mix is as follows :-
PRODUCT – A product can be considered as an object which is basically been created by the
production department of every company. Normally, it is being prepared as per the needs and
wants of the customers in the market. These are later on being offered to the customers in the
7

market so that their needs can be satisfied. The marketing team of CADBURY starts an
investigation process through which they try to know the desires of the people living in the
marketplace. There are several kinds of products that are being offered by CADBURY to its
customers like Dairy Milk, 5 star, Temptations, Perk etc.
PRICE – This is also one of the most important elements which is required to be considered by
the management team so that the goods can be sold at correct price and profits can be earned as
well. At this moment, price is being offered and to the customers in the marjet at the rate which s
affordable to them. If the dmand of oroduct is high then company can increase the process of the
products as well. The prices of goods of CADBURY are reasonable and that is why it is
reasonable to all as well. This is also one of the reasons why customers prefer it more.
PLACE – Through this factor, company gets the opportunity to place their product in correct
market so that they can be sold to the right customers and sales is increased as well. This is vert
necessary for companies to undertand the type oof marjet they want tio enater because then onky
they wil be able to target correct customers. CADBURY knows this very well and that is way
they have chosen different kind of market for different customers.
PROMOTION – By making use of this factor company tries to promote their product in the
market in an effective manner. This is a very iimporrtant step which is required to be taken by
every company so as to gain large market share in the market. CADBURY is already very
popular in the market so normally they don’t need promotion but whenever they come up with
new products they make use of TV advertisements to introduce their product to their customers.
PEOPLE – These can be considered as those factors woothout which production of goods and
services or implementation of any activity is not possible. These are the people who help in
conducting all the activities in the company and also help in production of goods which is going
to be served to the customers. CADBURY makes sure that they take care of team in an effective
manner so that they are satisfied and give good results to the company.
PROCESS – This is also an important factor which is required to be considered by every
company before launching their product in the market. It is like a roadmap following which a
product is being produced in the market. After this, the goods and services are being made to
reach their respective customers as well. CADBURY is also having their own distribution
channel following which they are making their products reach in each and every country and
even in small shops as well.
8

PHYSICAL EVIDENCE - Through this, it is described that each and every company is
required to have their own logo so that they can be recognised in the market in an easy manner.
CABBURY is also having their own logo because of which they are easily being recognised by
everyone in the market.
Marketing Mix of Nestle -Marketing mix of Nestle is as follows-
PRODUCT – NESTLE is offering various kinds of products to its customers in the market.
These are like Kitkat, Munch, polo, milky bar etc. These products are highly popular in market
and that is why they are giving tough competition to their competitors in the market. Th quality
of their produycts is also good asn tat iss what they re bing liked byy the customers as well.
PRICE – NESTLE does not charge high prices for their products since theu know that if thy will
do this then there are so many other company as well who can snatch their customers and they
may lose their customer base. By putting low prices they are successful in attracting large no. of
customers in very less time.
PLACE – NESTLE products are being available in each and every store in market of most of the
countries so because of this it can be said that they are having a very large market share. But
since CADBURY products are also having similar kind of market share so they give a tough
competition to NESTLE in the marketplace and sometimes overpower them as well.
PROMOTION – NESTLE is having a very strong market position and one of the main reason
behind that is their continuous promotion of their goods and services. Through this, they are able
to inform more and more customers about their products and increase their sales as well.
 PEOPLE - Company treats people as the important asset of the firm. They communicate
the customers in explaining other segments other than chocolate. But it receives low
answers and suggestions from the customers.
PROCESS – NESTLE’s procedure is like that of CADBURY yet it don't achieve the clients. It
has an assembling procedure which incorporates crisp collected cocoa ,dividing and drying,
roasting, winnowing ,crushing and granulating has 2 sections in which initial segment
incorporates blending with sugar and condensing and these two procedures incorporates
numerous sub-processes and after that chocolate bars are made.
 PHYSICAL EVIDENCE - Company can create good environment for the customers
through setting logos in different supplier machines in various coffee corners. Through
this firm can attract many customers in minimum time.
9

TASK 3
P4 Marketing Plan of Cadbury
Marketing plan can be defined as a document in which all those element which are
required to be conducted for making the products successful in market is being considered. This
is a very important document and is required to be prepared by every company's marketing
department because then only they will able to launch their product in an effective manner in the
company.
The Marketing plan prepared by CADBURY is presented in following manner:-
Introduction of company: CADBURY was founded by Sir John Cadbury in 1824 in England. It
is a British confectionery company which is fully owned by Mondelez Internationals and is
regarded as the second largest confectionery brand around the whole world.
Vision and Mission statement:
VISION - “Working together to create brand people love”
MISSION - “Cadbury means a quality; this is our promise. Our reputation is built upon quality;
our commitment to continuous improvement will ensure our promise”.
OBJECTIVES : The objectives prepared by CADBURY are as follows:-
 To do large amount of chocolate production
 To modify the taste of chocolates in the chocolate industry
 To become marker leader in health drink market i.e. Bournvita. To open their exclusive stores where only CADBURY products will be available.
SWOT Analysis of company : SWOT Analysis of CADBURY can be done as follows:
STRENGTH WEAKNESSES
 CADBURY is considered as one of
the top confectionery company in
UK which is serving their products
in more than 200 countries.
 The products and services they are
offering are being liked by
customers in all manners and they
are also outwitting all their
contenders who are giving them
 It has been seen that there are cases
where several types of rodents and
cockroaches were found in
chocolate. So, because of these
cases, image of company gets
affected and they loose their
customers.
 Another factor is that they should
ficus on quality of their products and
10

competition in this field.
 The various kinds of products sold
by them are like Dairy Milk,Oreo,
Bournvita etc. out of which Dairy
Milk is the highest selling brand.
try to improve it so that they can
outwit their competitors.
OPPORTUNITY THREATS
 There are various kinds of
opportunities that are available for
CADBURY in the marketplace. One
of them is that they can enter into
snacks segment and it is sure that
company will be able to gain success
in this field as well.
 Company can also try to enter into
new market segments or try to
improve their tastes in various types
of chocolates that they are offering.
 They should even try to make use of
latest technologies so as to produce
items in a more fast manner and
develop efficiency as well.
 Since there is continuous rise in the
price of petrols so company is
required to analyse their conveyance
cost as it will also increase steadily.
So, through this factor company is
able to face various kinds of threats
inside the market environment.
 In today's environment, people have
become more conscious about what
they are eating and what they should
not eat. So, in their eyes eating
chocolates will only bring loss to
them and in-spite of that they can
drink juice as well.
Target market: This is a very crucial part of marketing plan because of there will not be any
target market then where will the company sell their products and to whom. So, it is necessary
for every company to choose their target market as per their kind of product. Through this, they
will be able to get their desired customers as well. CADBURY is also applying the same
concept in which they are targetting children only in their advertisement as they know that this
generation is only eating more no. of chocolates and they will get good sales from this segment.
Marketing Budget :
Marketing budget
11

Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 45000 14600 16200 23000 17000
Investment 22500 15000 18000 16400
Total 45000 37100 31200 41000 33400
Marketing
expenditures
Advertisement 10600 8000 7200 8000 7200
Sales promotion 3000 3000 5000 4000 7500
Direct marketing 6000 7000 4000 5000 3000
Total 19600 18000 16200 17000 17700
Available balance 25400 19100 15000 24000 15700
Monitoring and controlling – It is considered as last step in marketing plan. In this, all the
activities which are being conducted in a marketing plan is being analysed in an appropriate
manner and made sure that it is being applied properly so that appropriate goals and objectives
can be achieved by the company. It is very necessary for the marketing team to implement this
step as otherwise it will be crucial for the organisation to attain their aims.
12