Marketing Plan Development for Cadbury Confectionery Report

This report provides a detailed analysis of marketing principles and their application within the context of Cadbury, a multinational confectionery organization, and its competitors like Nestle. The report begins by outlining the roles and responsibilities of marketing functions, emphasizing their significance in identifying market opportunities, developing new products, and fostering economic growth. It then explores the interrelationship between marketing and other functional units within a business, such as finance, human resources, information technology, and customer service, highlighting how these departments collaborate to achieve organizational goals. The core of the report examines the marketing mix of Cadbury and Nestle, comparing their strategies across product, price, place, promotion, physical evidence, process, and people. Finally, the report concludes with the development of a basic marketing plan designed to target potential buyers in the confectionery industry, offering insights into market segmentation, target audience identification, and promotional strategies. The report emphasizes the importance of adapting to customer preferences and leveraging marketing functions to drive sales, enhance brand awareness, and ultimately, achieve business objectives.

MARKETING
ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Describe role and responsibilities of marketing functions.....................................................1
P2 Interrelationship of marketing with functional units.............................................................4
TASK 2............................................................................................................................................6
P3 Marketing mix of different business organisations................................................................6
TASK 4 ...........................................................................................................................................9
P4 Develop a basic marketing plan.............................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES .............................................................................................................................14

INTRODUCTION
Marketing is an activity which helps managers to interact with target as well as potential
customers. It major intention is to increase company's sales and make higher profits. In addition,
marketing process focuses on improving public relationship in order to extend market area. For
this purpose managers make marketing planning for determining future objectives for a certain
time period. Along with this, marketing is a procedure which consider in decision making
process of a firm (Bloch, 2011). It helps managers as they can generate new and innovative
ideas regarding production. The present report is based upon Cadbury; it is multinational
confectionery organisation. Nestle, Kitkat, Mars etc. are the main competition of the firm. Its
main motive is to deliver qualitative products to consumers by wining their hearts. In addition,
the report will be describe roles and responsibilities of marketing functions. Readers will also
came to know the interrelationship of marketing with other organisational units and how they are
responsible in achieving goals and objectives. There will be a discussion upon marketing mix of
Cadbury and Nestle. A basic marketing plan is developed in order to target potential buyers of
the industry.
TASK 1
P1 Describe role and responsibilities of marketing functions
Marketing plays an eminent role in smoothly running of a business entity. It is assistive in
providing value added and branded products to their customers. The term marketing
encompasses with effective and innovative design of goods for brining wide range of users in
target market. Hence, it is accessible in rising as well as maintaining higher living standard of
people. It makes available continuous supply of trades to their end users in a minimum time
period. In Cadbury, managers are endorsing how to reach from potential buyers. For this
purpose, they use various methods of promotion and advertisement.
Significance of marketing is stated as below: -
 The prime role of marketing department is to identify new and innovative ideas, so as to
produce in well being manner. As marketing is a dynamic concept which is based on
customers tastes and choices (Brooks and Simkin, 2012). If a company has new and
ingenious ideas, it can easily survive in global environment.

 Marketing department needs various sales executives. Therefore, it can be said that
marketing helps in growth and development of a country's economic condition by
creating job opportunities to the people of UK.
 Marketing is an economic activity, it helps in creating place, time and ownership utility in
products and services. It can also maximise demands so that company' can achieve its
goals and objectives. Therefore, it can be said that marketing adds value among goods
and make them more consumable for customers.
 A firm's profits are depend upon its income. Cadbury can acquire profits by conducting
various marketing activities, they are accessible in providing a target market to products
and services of the company (Musibau, Oluyinka and Long, 2011).
 Effective marketing activities are able to achieve mission and vision of refereed business
entity. It also put an impact upon decision making process of the firm.
Marketing functions – A role which assists a company to identify potentially successful
products for marketplace in order to achieve its mission and vision in a certain time period.
Below mentioned some roles and responsibilities of marketing functions: -
Illustration
1: Marketing functions

(Source: Functions of Marketing, 2017)
 Financing – It is an influential function of marketing. Finances is required for managers
in order to promote their products in global environment. Along with this, it is essential at
each and every stage, i.e. from research to distribution. If a company has proper capital as
it can easily invest in their goods and services for making them better. There are many
sources by which managers can collect money, i.e. bank, creditors and other financial
institutes; they are helpful for company to meet its aims and targets. Finance function
also helps managers to use effective marketing activities, i.e. promotion and
advertisement. Marketing planning – The main aim of marketing planning is to set a time framework
for different marketing activities. The plan is accessible in providing direction or
guidance to managers regarding achieve sales goals and objectives. The core process of
marketing planning can evaluate one or more marketplaces in order to identify how a
business could compete with them optimally (Brunello, 2013). A marketing strategy is
created with an aim of enhancing market sales in a given time schedule. Managers have
to usage some various marketing tactics to access their target market. Marketing information system – MIS is also another important function of marketing,
which helps managers to collect data and information form various resources. It is
necessary for business organisations to maintain customers' focus and their interest, MIS
do the same for gaining high profits and sales revenues. It is also assistive demand
forecasting that an crucial part of marketing. In order to make, impressive marketing
activities it is required for managers to gather information from all around the world.
They can gain data from different sources, such as- internet, feedbacks, past records, web
portals. Therefore, if business have proper knowledge about competitive market, then
they can effectively develop strategies and policies which are beneficial for growth and
success of a firm. Promotion – Promotion and advertisement, both are helpful for managers to achieve high
market share. If a company uses innovative methods of promotion, as it able to attract
large number of customers from target market. It can also increases brand awareness in
buyers, so as they can get knowledge about uses and benefits of products. Managers of

Cadbury uses different tools of promote itself and supply products to their end users in a
certain time period. Apart from this, promotion is a communication technique which is
used a business to attain and retain users for buying trades. It means to persuade people
effectively for gaining higher income level. Risk management – It is fundamental for every multinational organisation to reduce the
risk which is associated with marketing activities and decisions. Managers need to
provide security for their customers, goods and personnel. In context of marketing, it is
must for managers to manage financial risks of products for an anticipated demand
(Chikweche and Fletcher, 2012). It also involves all possible losses, i.e. fall in prices,
damage from spoilage, fire, floods, depreciation, obsolescence and further losses which
may occur in business organisation. This, managers need to focuses on how to overseeing
future risks. For that, they have to analyse situations which will be impact upon its profits
and sales.
 Product development and designing – The concept of designing new products can help
managers to attract a wide range of people in global environment. Cadbury regularly
upgrade its products and services; it will help in covering a large market share. The
process of new product development is related with market research, managers need to
know needs and wants of their potential buyers. It includes an entire set of required tasks
which is able to fulfil customer's expectations in an effective manner.
There are defined some major marketing function, which helps managers to manage their
all marketing operations and activities. Cadbury follows all marketing functions in order to sell
its products in target market. Growth and success of a firm is depended upon effectiveness of a
firm.
P2 Interrelationship of marketing with functional units
In this competitive environment, it is essential for every business entity to coordinate
their all functional units. This will help it to gain better results through which a company can
succeed in its potential market. If all departments of a company will work together, than it can
effectively attain higher competitive advantages. For this purpose, Cadbury has to align various
roles and responsibilities between their staff members then they can perform in pervasive
manner. Marketing managers also needs to be assure about their duties; this will aids a company
to extend their productivity in target market. A marketing plan is created that is much useful to

raise firm's profitability. It is essential for employers to develop various strategies and policies
for initiating sales ratio, that is beneficial in covering large market share as well as numerous
customers (Donnelly and et. al., 2012).
Finance, marketing, human resource, information technology, customer services are
important functional areas of a firm. If business organisations focuses on adopting impressive
organisational structure then it can easily plan all marketing operations and tasks. There is a
briefly discussion upon some major departments of a large business organisation and their
interrelation with marketing, is described as under: - Finance – Financial management is an important task that is directly related with other
functional units, i.e. marketing and production. Finance department is liable to provide
financial information with business concern, with that managers can know their market
stability. The main role of finance manager is to make annual budgets and accounting
statements in order to decide the amount which will be spend of business activities and
operations. It is also liable to reduce expenses from working activities and focuses on
how to increase business income. In context of marketing, finance department provides it
fund or money in order to promote products and services in competitive market. If a
company has strong marketing budget then it will produce something qualitative and
innovative that is able to fulfil consumers' needs and wants. Because without publicity
and advertisement firm's sales won't be improved and it cannot achieve sales targets. Human resource – People are most essential as well as valuable asset of firm. Human
resource department of a company is amenable to hiring people who have appropriate
skills and knowledge. HR person also provides training and development assistance to
employees in order to boost up their abilities and experience. It is moral duty of HR
manager to provide halthy and safe working environment to people as they can stay for
long term period within workplace. Whereas marketing needs well qualified and skilled
people who are able to communicate with customers in an imperative manner (Hu, 2011).
In order to gain better efficiency from staff members, employers have to treat them in
well being manner so as they can perform in effective manner. Managers also focuses on
improving communication skills of their workers in order to deal with various cultural
people.

 Information technology – In this modern era, every company want to effective tools of
production, for gaining higher competitive advantage. It will also help them in delivering
fast services in order to gain customers attention. In this sense, the department of
information technology is liable for smoothly operations which are capable to increase
firm's market share and growth as well. In terms of marketing, IT unit creates various
software and render direct operating assistance. Through which, marketing managers can
reach their target as well as potential customers in a minimum time period. Cadbury uses
CRM software so as to keep in touch with their end users. It will help business
organisations by creating online surveys and taking feedbacks towards their existing
products and services from consumers.
 Customer services – Customer services departments has a vital role in interacting with
buyers in an adequate manner. Cadbury has good customer relationship due to its strong
customer services. Managers of this department provides their advices and take reviews
after purchasing. It will help in increasing sales and profits of the firm in an adequate
manner (Papasolomou and Melanthiou, 2012).
TASK 2
P3 Marketing mix of different business organisations
Marketing mix is liable to generate value added products for the end users of company. It
involves seven elements, such as- product, price, place, promotion, physical evidence, process
and people. Cadbury and Nestle, both are market competitors; there chocolates and other
products are famous across the globe.

(Source: Extended Marketing Mix, 7P's, 2015)
Marketing mix of Cadbury: - Product – Every company should manufacture and design unique products in order to
improve buyers' experience. A product is a tangible thing that is provide to customers in
domestic as well as international market. Apart from this, Cadbury has wide range to
goods, such as – five star, milky bar, perk, gems, temptation, dairy milk silk, milk treat,
bournvita, cocoa, bytes, bobbaloo, halls etc. Cadbury produce its products for every
section of society so as to gain high competitive advantage. The company has recently
ventured in ice-cream and biscuit segments (Huang and Sarigöllü, 2014). The business
organisation put a huge effect in confectionery industry as it is regularly growing up. Price – The refereed firm supplies its products on an average rate so as to attract the
people of lower section. Price is revenue generated factor for the company. Cadbury
render attractive discounts and offers to its customers on festivals as well as further
occasions. Its products and services are able to establish an accurate demand and supply
equation. The chocolate industry is using pricing penetration strategy in order to maintain
market segmentation. Place – Cadbury products are easily available at shops. The firm has good distribution
channels then which assures to reach large number of buyers in target market. In order to
Illustration 2: Marketing mix

serve products in global market, the mentioned business entity supplies its products in
rural and urban markets (Satit and et. al., 2012). Apart from this, customers plays a vital
role in growth and success of business organisation. If company is able to access with
their buyers' in a certain time period by fulfilling their needs and demands, then it can
easily achieve high competitive advantage. Promotion – Effective promotional tools and techniques helps in increasing sales and
profits of a firm. In this sense, it can be said that imperative advertisement brings positive
results for a firm as it can achieve its vision and mission. Cadbury uses effective tag to
promote itself in target market. Apart from this, it also has connected from customers on
social media. Physical evidence – Business organisations are using clean and hygienic environment, so
as to attract their customers. The main aim of Cadbury is to produce qualitative and
branded products to their clients. In addition, it also gives importance to branding and
packaging of goods (Malär and et. al., 2011). People – The firm has well qualified and skilled people who are the main reason of its
growth and success. It provides regular training and development assistance to employees
so as to improve their current skills. Process – Cadbury establishes a coordination in its all functions and activities. If all tasks
are interrelated with each other, then is easier for it to achieve mission and vision in this
global environment.
Marketing mix of Nestle is described as under: - Product – Nestle has variety of products which helps it in achieving large market growth
and competitiveness. The firm is known for its qualitative and value added products, it
believes that success can be build on quality. Nestle chocolates has great brand image
which adds value of their customers. It can also effect buyers' preferences and their
perception as well. Coffee, Drinks, Ice-cream, Chocolate, baby foods etc. are the main
products of this firm. Price – Nestle follows competitive pricing strategy which can effect the demand of its
products and services. Different pricing tactics can enhance the attractiveness of goods.
In addition, the company rates are depend on quality, size, feature of their products
(Malhotra, Birks and Wills, 2013). In competitive pricing strategy, prices are decided to

rivals point of view. It states that, mostly customers will judge a products on the basis of
its price rather than its features. Place – Nestle products are available only at urban areas. The company's sales are rely
upon its retailers and whole sellers. It also has e-marketing for some products where
people can easily reach to its products and services. Nestle has different channel of
distribution, for that it make some decisions on the basis of demand, channel flexibility,
total distribution cost etc. Promotion – Nestle does not spend more amount on promoting itself in target market.
As it an old brand with several loyal customers. Its managers thinks, quality and brand
value are two factors which are able to attain and retain large number of people for long
term period. While promoting itself, Nestle emphasis to give advertisement on television,
social media, internet, radio, newspapers etc. Physical evidence – It relates with the location where as service is to be delivered. In
addition, products are able to give high level of comfort to their end users. The working
environment of Nestle is totally clam and soothing which provide a sense of security to
new consumers (Whalen and Holloway, 2012). People – Nestle is developed business plan in context of customers as well as staff
members. For customers, the main role of company is to provide new and innovate
products. Whereas, for employees, it focuses on rendering healthy and safe working
working. Apart from this, managers also have to include those person who are
responsible to deliver unique or novel services to the end users of products.
 Process – It refers with the activity which is specifically needed to get customer's
attention. Nestle has divided its working activities in different areas so as to get better
outcomes. It also gives preferences to segments which helps in giving unique experience
to buyers.
TASK 4
P4 Develop a basic marketing plan
Marketing planning is seem as dynamic as well as forward looking process that is created
for promoting customers oriented actions. It is done by marketing department of the firm; it is a
process of deciding what or how to achieve company goals and objectives in advance. If
managers previously recognise future market conditions then can reduce risks or uncertainties.

Marketing plan is also accessible in producing a set of interlinked actions. With the help of
effective or unique plan, managers can establish co-ordination among their business operations.
The plan forces top management to enlighten the future situation in a systematic manner
(Meidan, Moutinho and Chan, 2015). It is mainly focused upon how to gain maximum customer
satisfaction level. Cadbury has its own marketing plan that is linked with goals, objectives and
further marketing strategies. It forces managers to tend towards accomplishment of their vision
and mission.
Briefly description on of marketing planing process of a firm is stated as follow: -
Introduction of the company
Cadbury is largest confectionery firm which was established in 1824. Since then, it is
continuously expand itself across the world. Richard and George Cadbury are its founders. It
had introduced its first milky bar in 1875 which was a totally new idea in market. Its headquarter
is in United Kingdom. By 1842, owners was created 11 types of cocoa and 16 types of drinking
products. The company has marvellous portfolio in chocolate and candy brands. Now, Cadbury
is operating in 65 countries by gaining higher customer satisfaction level. It has 11% market
share in world confectionery market with a turnover of 5.4 million. The business entity is very
popular among youngsters and children because it sells unique products which provides it
pleasure of numerous people every day. In 2010, Cadbury made a deal with Kraft foods in order
to gain high market share.
Vision and mission of firm -
The main aim of the firm is to world greatest confectionery company by winning million
hearts. For which it is following a marketing strategy of “2025”, it states to extend market share
by achieving high revenue growth, i.e. 11% to 16%. Apart from this, the main vision of the
company is “ working together in order to create effective brand which are loved by many
people”. Cadbury means quality, so as the firm focuses building qualitative products for
maintaining its existing performance. The mission statement of Cadbury dictates that, “to
promote social justice by making research activities, influence public opinions and support local
societies (Mihart, 2012).
Set marketing objectives -
Cadbury has already covered high market share. The target market and customers are
changed time to time. For this, the company make effective and innovative, and execute them at

workplace in order to buyers' interest and attention towards its products. The business
organisation make some objectives in order to attain high market growth. For example-
Cadbury's main objectives is to accomplish financial and non financial goals. For this, an
effective should be made which aligns all aspects of business organisation.
Market segmentation –
The firm is classified in diverse market segmentation, such as: - demographics, psycho-
graphic and demographics. That is assistive in determining market segments. The business
entity determines the size of chocolate market on the basis of evaluating each segment of market
share, i.e. chocolate bar consumption, growth trends, per capita consumption. It would helpful in
rendering necessary information about target market and potential customers of the company
(Miquel-Romero, Caplliure-Giner and Adame-Sánchez, 2014). The financial objectives of
refereed firm is to increase 7% market share by the end of the year.
Assessment of marketing tools and techniques
In order to perform effectively in target market, the company have to assess various tools
and techniques which are used in measure the product portfolio of Cadbury. The commercial
enterprise uses BCG matrix which helps it in achieving high market growth and share in
competitive environment. Strong market growth rate identify the potency of the industry whereas
relative market share refers the aggressive position of the firm. BCG matrix is divided in four
categories, such as – cash cows, stars, question marks, dogs.
Situational analysis
It can be done through SWOT and PESTLE analysis of the firm.
SWOT analysis of Cadbury:-
STRENGTH
 Most popular and reputed chocolate
brand which is famous across the
world.
 Cadbury uses strong distribution
channels so as to reach large number of
customers.
 It spend good amount on research and
development, which will helpful in
WEAKNESSES
 Little penetration in rural areas.
 Competitors are largely expand in
international market.
 Strong brand demands due to
substantial financial investment.

better understanding of buyers' needs
and wants (Murdy and Pike, 2012).
 Positive perception. Rich product mix.
OPPORTUNITIES
 Encouraging markets in India, China,
Australia, German etc.
 E-commerce and mobilisation Maximising acceptance of
globalization.
THREATS
 New brands of chocolates are entered in
target market.
 No brand loyalty
PESTLE analysis of Cadbury: -
Political factors UK government has been developed many rules and regulations
which are must followed by all business entities.
Economical factors Unemployment, inflation, interest and bank rates impact upon
customers demands.
Social factors People choices and tastes are rapidly changing, so that managers
have to focus on how to satisfying them in a pervasive manner.
Technological factors Due to technological advancement, it is not possible for all
companies to adopt all new tools and techniques of production.
Apart from this, Cadbury has innovative tools through which it can
easily gain competitive advantage.
Legal factors Strict laws and legislations of different countries which can diminish
firm sales and profits.
Environmental factors Cadbury make environmental awareness programmes for their
customers and move to produce eco friendly products.
Creating a marketing strategy -

Cadbury make marketing budget every year, this will help it to analyse the amount that
should be spend on different marketing activities, i.e. promotion, personal selling, direct
marketing and advertisement.
Allocation of resources
Cadbury has unique resources, with that it can impressively performs in competitive
market. Human, physical, technical and financial resources. It is needed of firm to optimise
maximum utilisation of available resources (Wirtz, 2012).
Monitoring and controlling
Before implementing a marketing plan within organisation, managers of Cadbury have to
monitor it. It helps them to know whether the plan is properly working or not.
CONCLUSION
From the above mentioned report, it has been founded that marketing has a significant
role in advancement and expansion of a business entity. Its main role is to attract numerous
consumers, thus a company cannot be survive without having a large number of people. Apart
from this, the present report has described roles and responsibilities of marketing department and
how it will impact upon marketing functions. Marketing unit is related with other functional unit
of the company, such as- finance, human resources, customer services, information technology
etc. It is essential for every firm to establish a connection between all department for attaining
better outcomes. Marketing mix is described of two different organisations for making a
comparison between their prices and products. Beside this, it is essential for managers to make a
marketing plan to schedule future activities which are involved in promoting and advertising
products.

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