Marketing Essentials: Cadbury's Marketing Plan and Mix Analysis Report

This report provides a comprehensive analysis of Cadbury's marketing essentials. It begins by explaining the roles and responsibilities of the marketing function, detailing how marketing strategies, market research, product development, and other functions contribute to organizational goals. Th...Read More

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ..........................................................................................................................................1
P1 Explain the roles and responsibilities of marketing function...........................................1
P2 Roles and responsibilities relate to the organisational context........................................3
TASK 2............................................................................................................................................4
P3 Comparison of different organisations that applied marketing mix to the planning process
for achieving business objectives...........................................................................................4
TASK 3............................................................................................................................................1
P4 Produce and evaluate a marketing plan for CADBURY..................................................1
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is also concerned with various functions like advertisement, promotion and
delivery of different goods and services to its customer in stipulated time period. The major
functions of this department is to accomplish different target which is assigned by company
(Dibb and Simkin, 2013). In order to attract large number of customers. Company needs to
implement various strategies to generate huge number of revenue in proper manner. Company
uses different marketing strategies like making slogan, various design of different products in
order to attract large number of customer. Organisation also takes help of exposure of media,
brand ambassador or involvement of endorsement in order to promote their different products in
marketplace. It helps to attain goals and objectives of organisation in proper manner. Marketing
is technique by which it provide relevant information gained from consumer to know taste and
desire of customer. CADBURY is company which deals to manufacture different types of milk
chocolate the Creme Egg and many others. This report defines role and responsibility of various
marketing operation and their interrelation between department. These operation aids to enhance
the effectiveness of different functions of the marketplace (Pike, 2015).
TASK 1
P1 Explain the roles and responsibilities of marketing function
Marketing is the set of tools and techniques which is concerned with selling and buying
of different products and services. These tools and techniques aids to enhance rate of sales of
different products in the marketplace. It also determine the different condition of the marketplace
in order to determine the different demand and desire of the customer. Organisation conduct
various types of market research to know the different condition of the market research.
Marketing manager of the company put their effort in order to supply various products in the
marketplace. There are various roles and responsibilities of marketing functions like plans of
marketing, production plan, and development research or various survey, promotional
techniques, selling procedures, distribution of funds and customer services. It aids to expand and
explore growth and size of the organisation. It aids to enhance the level of profit of the company.
There are different types of external and internal factor which affect the various
operations of organisation and also establish strong relationship between the customer. Internal
environment is concerned with owners, employee, machines and materials of the company
1

(Lamb, Hair and McDaniel, 2011). The external environment of the organisation related with
demographic, economic, technological and socio culture. These are the factor which affect
different functions of companies in order to attain the goals and objectives of the organisation.
Function of marketing :
This organisation also determine the different functions which are related to market in
order to develop the organisation at international level like:
Marketing strategies: There are various manager and senior employee which perform
different functions of the marketing department. They implement different types of marketing
strategies in order to accomplish different task of the organisation in stipulated time period.
These strategies helps to attain large number of customer.
Marketing research: It is important for the organisation and its department of
marketing to conduct different types of market research to know the demand and desire of the
customer and accomplish their demand in stipulated time period. So company needs to
implement different strategies in order to attract large number of customer.
Product development: this department deals to manufacture different different kinds of
the products. It also plays a significant roles in order to improve the performance of internal and
external teams to maintain the effectiveness of the different functions (Baines, Fill and Page,
2013).
Communication: it is the duty of the marketing department to maintain effective
communication with the employees working in the organisation. As Cadbury is the largest brand
which different types milk products , Creme Egg, and many other products.
Finance: This is the most important department which controls the different financial
activities in order to promote the different types of products in the marketplace. The marketing
manager of the CADBURY should focus on to provide fresh products to the marketplace.
Distribution channels: It is very important for the company to to maintain effective
distribution channel in order to supply of different products and services in the various retail
outlets of the CADBURY in stipulated time period (West, 2012).
Price setting: This is important functions of the marketing to set an effective pricing strategies in
order to provide different products and services to the customer at reasonable price.
Promotional channel: company uses different types of promotional strategies in order
to increase the sales of different products and services of the organisation at the marketplace.
2

Product and service management: It is duty of the marketing department to decide the
target, and segment the customer to provide different types of customers and provide various
products and services.
P2 Roles and responsibilities relate to the organisational context
There are different functions and operations of the business which are related to
marketing. These activities aids to accomplish different types of task in proper manner.
Organisation implement different strategies to accomplish various types of task in effective
manner. There are various sector like advertisement, market segmentations, promotional
techniques, target and positioning of the organisation. Marketing manager plays a significant role
in promote the different business activities in proper manner. The manager of the company
implement different strategies in order to perform market research which determine the taste,
desire, needs preferences of the customer. It also responsibility of the manager is to make
effective decision to provide new range of products in the marketplace. This organisation
concentrate over to implement different types of new and innovative products and services
technology and methods in order to provide better products and services. There are different
rivals present in the marketplace in order to compete those rivals Cadbury have to implement
different strategies to enhance the rate of sales of different products in effective manner.
Organisation also manufacture different types of products like different flavours of biscuits, or
cookies and many other. There are different roles and responsibility of marketing department of
the CADBURY which aids to attain competitive advantages in effective manner (Gummesson,
2011).
Market research: This factor is related to perform different types of research to
determine the different situations of the marketplace, different trends of market. It is also very
important to develop new and innovative ideas to produce new and innovative products with
new taste and flavour which attract large number of customer in marketplace.
Transportation: Organisation needs to implement effective transporting system to supply
of different products in the marketplace in stipulated time period. CADBURY put their effort in
order to make availability of different products in the marketplace. This could be accomplish by
implementing new and innovative transporting facilities (.Cavusgil, 2014).
Best quality of goods and services: It is an essential factor to attract large number of
customer in the marketplace. CADBURY organisation also determine the desire and demand
3

made by the customer and provide different products as p[er their demand this leads to enhance
the rate of sales of different products in proper manner. So it is important for the organisation to
attain long term relationships with the customer .
Assessment of risk factors: Organisation determine various factor which helps to reduce
the risk of the organisation. So organisation needs to implement different methods and
technology for smooth running of business and functions.
Product development: this is very essential functions which must be accomplish by the
organisation. In order to develop the brand in the marketplace.
Human resource: it is responsibility of the manager to perform different types of
activities in effective manner. The manager of the organisation have to motivate their employee
to attain goals and objectives of the organisation and employee can perform their work in proper
manner.
Customer service: Manager of the organisation should provide effective service to
provide effective service to its customer. This helps to build effective relationship with the
customer.
Administration: The management of the organisation implement different types of
strategies in order to accomplish different task of different department of organisation in proper
manner.
TASK 2
P3 Comparison of different organisations that applied marketing mix to the planning process for
achieving business objectives
Marketing mix is one of the important factor that can be used in business activities of
organisation. This helps in all-round evaluation of commodity and make planning for better
performance of their product in business market. This also helps an organisation to apply
different tools to enhance their activity and gain competitive advantage in different geographical
market. By applying 4Ps and 7Ps; Cadbury can grow their business successfully in several
business market. In current business market, many small scale organisation have adopted this
strategy in their business activities so that they can get fruitful result from future business
activities (Hugos, 2018). As Cadbury is a world leading company, they concentrating on
4

marketing tools which will aid company to increase their grass roots and explore more business
market. Comparison of usage of 7Ps between different organisations are mentioned below.
(Source: 7p's of marketing mix, 2017)
5

Comparison between marketing strategies using marketing mix between Cadbury and
Nestle will help in evaluation the performance of organisation by adapting the marketing mix
successfully.
Differentiation on the basis of marketing mix
Marketing mix Cadbury Nestle
Product Company is truly focussed on
dealing in confectionery
products. Some of the
important products of company
are dairy milk, Wispa, Boost,
Caramil, Flakes and picnic.
With the help of these,
company has been able to
increase their sales volume
and collect revenue from
markets (Rowley, 2016).
Nestle is dealing in variety of
products from food items to
confectionery, they also have
several strategies to increaser
their footsteps in different
geographical market with large
variety of products but in terms
of confectionery products they
have not been able to compete
with Cadbury in terms of
increasing their sales volumes.
Price Cadbury has a strategy to
increase to manufacture
standard product and sell them
at different price range so that
it can be purchased by people
according to their need. Some
of the featured product of the
company are 5star, Eclairs,
Perk. These products provides
standard values in smaller
price range. So, the main
pricing strategy of company
is to provide better product at a
Prices refer to all payment
done in return to buying of
products. Nestle is dealing in
variety of products at different
price range so they follow
same pricing strategy to
maintain their business in
different geographical market.
To control the pricing strategy
of variety of product they use
price skimming strategy that
helps them to maintain market
share in global market. There
6

lower price range. For example
Dairy milk is a most favourite
chocolate all around the world
and Cadbury has planned to
sell them in different sizes and
volumes and set prices
accordingly.
are different types of strategies
in order to attract large number
of customer by selling of
product at less price as
compared to the Cadbury .
This leads to increase the level
of profits or organisation in
proper manner it leads to
maintain effectiveness in
working ability of the
organisation.
Place It is one of the important
factors that company has
worked on efficiently. They do
not want their product to
remain idle so increase their
sales activity they have have
formulated a demand
forecasting team that analysis
all the geographical and
demographic factors that help
in finding out detail about
need and wants of customers.
Launching those product in
market will aid company to
enhance their productivity and
sales volumes effectively.
The main target of Nestle is to
cover a large area to increase
their sales over the years. They
have target almost all part of
the world with efficient
management of variety of
product. In their new business
strategies in African and
Asian country so that they can
generate competitive
advantage in those
geographical locations.
Promotion It is an crucial aspect in
increasing sales volume of
products. Cadbury tend to
To gain fruitful result from
promotional activities,
organisation has categories
7

invest more on marketing their
product to reach out to more
number of customers. For
example in festive season
demand of chocolates increase
at that time company tend to
increase their promotion
activities through promotion
tactics like discounts, offers to
attract more customers to buy
more product. Company uses
different strategies in order to
promote different products and
services which helps to
accomplish the different target
in proper manner. It leads to
attain the objectives of the
organisation. It leads to the
maintain the profitability of the
organisation (Lane, 2016).
their products into different
segments so that they can able
to perform separate
promotional activities. For
example promotional activities
of baby food id different from
promoting beverages. The
company have efficiently done
that to to sell their product in
market. As Nestle have to
manage different types of
promotional activities which
are concerned with the
increase the productivity of the
products in effective manner.
It leads to controls the all
unwanted activities in the
organisation. The promotional
activities of the organisation
People For making a strong business it
is essential for organisation to
understand their workforce.
Placing right person at right
place will aid organisation to
maintain their business
activities in an effluent way.
For example Cadbury can
scene potential of their
employees and place them
according to their ability so
Nestle is dealing with variety
of product so it is important for
them to place right person at
right place for managing
activities of organisation. For
example they are dealing in
different product at different
market so there are chances
that due to gross culture they
cannot be able to perform their
marking activities in those
8

that they can increase their
productivity in different
geographical market.
market so that must hire local
people with effective
marketing and communication
skills to promote their product
effectively in those market.
Process Process of Cadbury depends
upon type of product and
amount of investment
organisation want to put in
their product so that right
process and approach can be
adopted to perform their
activist in an efficient manner.
For example The chocolates
manufactured by Cadbury have
same taste and aroma wherever
they are manufactured to
maintain same quality of their
product all over the world.
Nestle has to adopt different
processes to maintain their
business activity. They have
variety of products so every
product has to maintain
different process for enhancing
their effective of every product
in business market. They do
not want any of the product to
be redundant in market. There
are different types of activities
which helps to attain the
effectiveness in the different
processes of the company. It
leads to increase the profit of
the company.
Physical For enhancing performance of
Cadbury in different business
environment, it is essential to
monitor and analyse different
competitors in that
environment. Standard of
products of Cadbury are very
high so it do not have much of
the competitors who can
Nestle has spread their
business in all over the world
with several categories of
product so they have to
maintain make planning for
each category of product to
increase their sustainability in
different market.
9

manufacture standard product
at a reasonable rate. Nestle has
somehow managed to compete
but Cadbury has an
comparative advantage in
different business market.
10

TASK 3
P4 Produce and evaluate a marketing plan for CADBURY
There are different types of marketing plan which includes missions, vision, objectives,
business strategies, budget and many others. CADBURY put their effort in order to prepare
different types of plan in order to generate large number of revenue. The management of the
organisation formulate different types of financial plan in order to explore different types of
products in effective manner (Kahn, 2014). This financial plan is collectively known as the
budget of the Cadbury. There are different aspects and components of Cadbury which is related
to marketing plan which describe below:
Vision of the Cadbury:
the vision of the Cadbury is “ Working together to create brands people love”
It explains about the administration works in form of team and provide effective service
to its customer so that large number of people attract in order to purchased different types of
products in effective manner. This helps to make sustainable brand in the marketplace.
Mission of the Cadbury:
Says simply. Cadbury reveals quality; this is our promise. Our reputation is to built upon
quality; our commitment to continuous improvement will ensure that our promise.”
it means that the various employee working in the organisation to provide various quality
of products. The management of Cadbury put implement different strategies in order to
accomplish different types of activities in proper manner (Askeland and Wright, 2013).
Objectives of Cadbury:
The above mentioned lines are the blue print of the organisation on which organisation
implement different strategies in order to grow and develop the in effective manner and efficient
manner. There are different types of objectives of the Cadbury which are describe below:
 The major objectives of the organisation is to attain highest position in all over the world
This is the main objectives of the products in order to accomplish different types of
function in effective manner.
 Organisation put their effort in order to provide different types of products and chocolates
of the different flavour to the marketplace. It helps to maximise the level of profit of
organisation in effective manner.

 Organisation implement different strategies in order to provide good quality of chocolates
to its customer in stipulated time period. This leads to increase to maintain effectiveness
of the organisation.
 Organisation define the vision to the employee in order to maintain strong position in the
marketplace. Employee have to work on theses vision which helps to attain the
effectiveness of different functions of the organisation. These vision helps to attain goals
and objectivities of the organisation in proper manner.
 Organisation put their effort in order to expand the business in different area by opening
various types of outlets in the new area (Desai, 2013).
Situational analysis:
It is very essential for the organisation to determine the internal and external situation in
order to implement effective strategies and policies which can be prepared by the management of
organisation. Cadbury determine different situation by implement SWOT analysis to take proper
decision for smooth running of business.
The brief description of the SWOT analysis of Cadbury are describe below:
Strength:
This organisation is the leading producer of the chocolate in the marketplace. It provide
its service in almost 200 nations. There are large number of customer present which have
ascertain the services of this company.
In order to compete different rivals present in the marketplace, organisation put their effort to
provide qualitative products to its loyal customer. The major products of Cadbury are
Bournvita, Dairy milk, Oreo and many others. Which helps to ascertain strong position in the
marketplace. Strength of the organisation is to produce different types of products at regular
interval of time.
Weakness:
The main weakness of the company is that it have less number of retail shops in the rural
area of different country (Gillespie and Riddle, 2015.). There are various types legal action have
been taken by the judicial court which reduce the image of the company in the marketplace.
Sometime it happens that company found in using extensive use of chemical in manufacturing of
different products which leads to effect the health of the different people due to this people
switch to other company to buy different products due to its bad effect on the health of the
2

people. So people don't want to buy different products of the Cadbury. The organisation needs to
implement different strategies in order to improve the quality of the different product which help
tom increase the sales of different products. It also helps to increase the effectiveness of the
company.
Opportunities:
If management implement effective strategies then weaknesses turns into opportunities
which aids to penetrate the market in proper manner. Company put their effort in order to open
large number of outlets in rural area of different nations. As company provide better quality of
tasty products (Walliman, 2015). People put their keen interest two avail different types of
products in proper manner. Cadbury capture large number of market shares in the Indian market.
Propel like the products of Cadbury than products of any other company. So company have the
opportunity to launch the new and tasty products in the different marketplace. Implementing
various technology in order to produce different types of new and innovative products which
helps to maximise the level of profit.
Threats:
Due to large distribution of products, so company have to expand a lot of capital on the
transport and cost of fuel. This is the biggest threats of the organisation. Due to this company
have to expanse a lot of capital to supply of different products in different market. In present
scenario, customer are very conscious to their health so they prefer to take juice and other fruits
instead of eating chocolates. From the last some decade interest towards the celebration of
festival is reduces and people do not show their interest to buy chocolates in proper manner. This
is one of the biggest threats (Collins, and Stern, 2012).
It is also very important to determine the external factor . It helps the manager of
organisation in order to implement different strategies in order to attain effective outcomes.
Manager perform PEST analyses of company which are describe below:
Political: There are variability in the political condition in the different nations. It is
related with political stability, policies of tax, restrictions, employment law and many others.
Which directly impact the working procedure of the business. Cadbury perform various types of
operations in different part of the nations. Organisation will open 8 new outlets in different parts.
3

Economical: This factor is essential factor which is related to rate of inflection growth of
economy, interest & the exchange rates. As downfall in the economy affect the rate of economy
of the organisation (Mitchell, 2012).
Social factors: This factor related with the different cultural aspects like career attitudes,
religion, age, income, population growth rate, education and many others. There are different
trends of which influence the performance of the company. There are different types of issues
like obesity, diabetes and many others due to which people do not eat chocolates this reduce the
profitability of the organisation (Smith, 2012).
Technological factors: There are different types new and advance technology which helps the
organisation to produce high quality of products in effective manner.
Marketing Budget:
There are various aspect which are concerned on to prepare the budget in effective manner.
Manager of the organisation determine expense and income of the marketing activities.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 56000 12700 14500 30000 15000
Investment 20500 14800 16000 14200
Total 50000 33200 29000 36000 30200
Marketing
expenditures
Advertisement 9600 6800 6300 6000 6500
4

Sales promotion 2000 2000 4500 3000 8500
Direct marketing 7000 6000 3000 7000 3000
Total 18200 14700 12700 16000 16900
Available balance 31800 18500 16400 20000 13400
CONCLUSION
From the above mention report it has been assumed that marketing plays a significant
role in order to sells and purchase of different products in proper manner. It helps to attain large
number of profit of the organisation . The manager of the organisation implement different
strategies in order to accomplish different types of functions in proper manner. It aids to deliver
various products and services to the customer. It also helps to goals and objectives of the
organisation. It aids to perform different types of task in effective manner. Marketing mix is
implemented by the organisation in order to sustain the vision, mission, aims and objectives of
the organisation. It helps to manage different types of activities in proper manner.
5

REFERENCES
Books and Journals
Askeland, D. R. and Wright, W. J., 2013. Essentials of materials science & engineering.
Cengage Learning.
Baines, P., Fill, C. and Page, K., 2013. Essentials of marketing. Oxford University Press.
Cavusgil, S. T., ., 2014. International business. Pearson Australia.
Collins, J. and Stern, E. J., 2012. Chest radiology: the essentials. Lippincott Williams & Wilkins.
Desai, S. S., 2013. An analysis of the competitive marketing strategies of the hospitality industry
in UAE. IUP Journal of Management Research. 12(1). p.22.
Dibb, S. and Simkin, L., 2013. Marketing essentials. Cengage Learning.
Gillespie, K. and Riddle, L., 2015. Global marketing. Routledge.
Gummesson, E., 2011. Total relationship marketing. Routledge.
Hugos, M. H., 2018. Essentials of supply chain management. John Wiley & Sons.
Kahn, K. B., 2014. Product planning essentials. Routledge.
Lamb, C. W., Hair, J. F. and McDaniel, C., 2011. Essentials of marketing. Cengage Learning.
Lane, P., 2016. Human resources marketing and recruiting: essentials of employer branding.
Handbook of Human Resources Management, pp.23-52.
Mitchell, B. L., 2012. Game design essentials. John Wiley & Sons.
Pike, S., 2015. Destination Marketing: Essentials. Routledge.
Rowley, J., 2016. Information marketing. Routledge.
Smith, A. C., 2012. Introduction to sport marketing. Routledge.
Walliman, N., 2015. Social research methods: The essentials. Sage.
West, J. B., 2012. Respiratory physiology: the essentials. Lippincott Williams & Wilkins.
Online
Marketing mix tools 2017. [Online]. Available through:
<https://www.professionalacademy.com/blogs-and-advice/marketing-theories---the-
marketing-mix---from-4-p-s-to-7-p-s>.
6