Analysis of Cadbury's Marketing Functions and Strategies Report

This report provides a detailed analysis of Cadbury's marketing strategies and functions. It begins with an introduction to marketing and its importance, followed by an overview of Cadbury. The report then delves into the roles and responsibilities of marketing functions within a broad organizational context, including product development, risk-taking, and customer support. It examines how marketing relates to the wider organizational context through analysis, strategic planning, and the marketing mix. The report further explores the significance of the marketing environment, including political, economic, competitive, technological, and social factors. It also analyzes the inter-relationship between marketing and other functional units such as production, finance, and HR. The report then explores how Cadbury and Nestle apply the marketing mix (7Ps) to their marketing plans, and concludes with a discussion on the different tactics applied by organizations to achieve business objectives, including product, price, place, promotion, people, process, and physical evidence.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
PART A...........................................................................................................................................1
A Roles and Responsibilities of marketing functions relate to wide organisational context. 1
B Roles and Responsibilities of marketing relate to wide organisational context.................2
C Roles and Responsibilities of marketing relate to marketing environment........................2
D significance of inter-relationship between marketing and other functional units..............3
E Analyse and evaluate marketing functions and relate them with other functional units... .4
PART B............................................................................................................................................5
2) Different tactics applied by organisation to achieve business objectives..........................7
TASK 2............................................................................................................................................9
1 Develop a basic marketing plan .........................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is like activity or process for creating, communicating, delivering and exchanging
offerings and valuing products for customers, clients, partners, and society. Marketing helps to
achieve target of organisation. Present study lay emphasis on Cadbury. Cadbury is british
multinational company founded by John Cadbury . Its headquarter is in Uxbridge, London,
England. There are 71,65,726 employees working in Cadbury. This file outlines the roles and
responsibilities of key marketing functions, tactics applied by organisation to achieve business
objectives, roles and responsibilities of marketing related to marketing environment, and also the
ways in which different organisation apply marketing mix.
TASK 1
PART A
A Roles and Responsibilities of marketing functions relate to wide organisational context
Marketing functions include performing market research, producing a marketing plan, and
product development as well as strategies for promotion, distribution, service and public
relations. Below are some marketing functions:-
Product designing and development plays important role in growth of company. Attractive
designed products increased the number of selling products in market which directly helps in
increment of market share.(Szablewska, 2017) Cadbury uses automation technology in
production of product as it takes material in definite proportion.
Risk taking plays major role in marketing. Without taking risk, organisation cannot grow. Both
profit and loss included in this but it gives information what customer need and what is lacking in
product. Cadbury takes risks of launching new product in market and also some innovation in
existing product.
Customer Support gives information regarding product advantages and disadvantages. Cadbury
takes feedback from customers through online service also regulates some campaign regarding
suggestion from customers.
Physical distribution involve transporting and storing. For convenient storing, Cadbury takes
care of cold storage facilities in developing countries so that their products don not get defected.
(Paley, 2017)It maintain quality during transportation by effective and efficient packaging of
products.
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B Roles and Responsibilities of marketing relate to wide organisational context.
Marketing means that product meets customer's need. All the marketing functions carried out by
the specialised department , it permeate the entire organisation. Developing an effective
marketing require lot of research and plans. To increase the area for marketing , it includes three
stages-
1.Analysis- It is role and responsibility of research unit to analyse market. Analysis is done what
is going in competitive market and what is in demand so, Cadbury takes preferences of the
consumer and what type of product to deliver to the customer as per need so that organisation
could earn more profit.
2.Strategic Planning- It is role and responsibility of all employees who worked in organisation to
give a new idea or new approach. Organisation need to plan strategies for the process of
marketing worldwide by focusing on each and every factor relating to marketing environment .
communication strategy in which they need to communicate with customer so that they can
attract and connect with more customer. they are promoting through innovative advertising,
campaigns through which they can seek more customer attention. (Aras and et.al., 2017)it is to
connect with customer on an emotional level and grab more customers towards their product to
positioning product into the market.
3.Marketing mix- It is role and responsibility of marketing unit to make strategies. In marketing
mix, organisation need to decide about the product what type of product they need to produce ,
promote products, location, price, process, physical evidence and all. Then by following 7P's,
Cadbury can reach to its target.
C Roles and Responsibilities of marketing relate to marketing environment
Marketing Environment is combination of all internal and external factors which affect the
interrelationship between company and its consumers. It helps to maintain successful relation
with customers which also helps to achieve target of organisation . Factors present both threat
and opportunities for their marketing. Marketers of Cadbury monitor the environment in which
their organisation works. Five areas of external environment are explained below:
Political and Regulatory Environment controls federal, state, and local bodies that set rules
and restrictions for conducting business. Rules and regulations are set for the welfare of people
so that products that company provide do not harm them. Cadbury follow all rules set by
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government of UK to aware people that their product is free from heath concerned terms and
provide the best quality of products. It makes customer to believe on Cadbury and do not have
trust issues on it.
Economic Environment outlines the prices of products. When economy is low in market, then
its hard for marketer to sell the product and in that case organisation make changes in their prices
of product. So it is based on all economies changes of environment. Cadbury focuses on factors
related to economy like investment rates, interest rate, inflation rate and all. By seeing these
factors, Cadbury sets their prices and avail their products according to it.
Competitive Environment enables to free from losing in market. It helps to realize where to
focus to compete. Cadbury tries to capture market share by convincing people that its chocolates
are better. Cadbury comes with newly identical chocolates boosting half the sugar, half the
calories, half the carbohydrate and fat. (Feng, 2016)Cadbury called for its taste and quality of
product.
Technological Environment monitors new technology in organisation. It brings new changes as
per demand by people which helps in growth of organisation. By searching on internet or
anywhere, what new technologies coming for improvement in product, Cadbury adopts them
and increases their profitability. New employees from technical sections are hired for their
development in organisation.
Social and Cultural Environment stay tuned to those factors that affect society from products.
Cadbury targets young and teenagers so that their impact on society increases as this generation
like cadbury products most. Cadbury also allows females to work in their organisation as they
believe women empowerment is must.
D significance of inter-relationship between marketing and other functional units
Marketing is that department of an organisation which has to coordinate with each and every
department of organisation. It has to make fair relationship with other units to meet customer
demands.
Marketing inter-relationship with Production department - Marketing department will need
to work and make coordination with production department of Cadbury to ensure adequate
research and development, maintaining quality, design specification laid down by consumer,
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volume of orders placed. (Mehra, 2016)Coordinating with production department, marketer sets
a delivery dead line to customer. It helps in growth of Cadbury.
Marketing inter-relationship with Finance department - Finance department also ensure to
marketing department about adequate budget to meet the need for research, promotion,
distribution and all. It provide all the financial capabilities for Cadbury for their goods.
Marketing inter-relationship with HR department - Human Resource Department play a
major role for wider growth as HR recruit employees who plays their individual role in premises.
Choosing right candidates for Cadbury will ensure their production targets, ambitious and
competent sales team, develop new product ideas.
E Analyse and evaluate marketing functions and relate them with other functional units.
Marketing functions are explained below:
HR unit- Marketing unit has to coordinate with HR unit to recruit talented people for Reseach
unit as they Gather and analyse market information is essential to find out needs of customer
regarding successful marketing of products. Cadbury keeps searching about demands of
customers and gives their best to fulfil needs.
Production unit- For new product, marketing unit coordinate with production unit to decide
what the specification needed in new product. Production unit gives information regarding
service of order that is ready or not for delivery.(JAIN, 2017) For attractive packing of product,
Cadbury marketing unit gives idea to production unit.
Promotion unit- Promotion of products and services is needed in every organisation to aware
people of their products and their features to buy. Cadbury uses advertisement, publicity, sales
promotion to promote their products. Marketing unit takes responsibility of it and coordinate
with other functional units.
Finance unit- As per demand, organisation has to keep stock in advance to meet consumer needs
which helps financially for organisation. Cadbury take information from research unit and keep
stock as per info. It vary from season to season. Retailers, wholesalers and manufacturers
perform functions of storage. It facilitate regular and continuous supply of product in all
countries worldwide.
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PART B
1) Ways in which different organisation apply the marketing-mix to market planning process.
Differences between Cadbury and Nestle based on 7P's.
7P's Cadbury Nestle
Product Cadbury has products like
boxes and rolls, chocolates,
toffees, beverages, multi
packs, cooking items, ice
creams, candy, cake bars,
biscuits, etc. These all
products are liked by new
generation and some of old
generation also.
Nestle has products like
beverages, coffee, water,
cereals, chocolate, baked
goods, frozen food, food
service products, healthcare
nutrition, pet care..etc. it has
variant products which helps in
refreshment and health issues
of people.
Price Cadbury maintains the price
according to demand of
people.(Jones and et.al., 2015)
Their decision to limit their
participation in aggressive
seasonal Easter discounting.
According to season, Cadbury
vary price.
Nestle has hikes in their prices
according to timing. Coffee is
highly buying item of Nestle. It
is general need of every
generation. It contains live
stock prices and volume.
Place Cadbury occupies primary
locations and sets their
network worldwide. It is a
mechanism through which
products are delivered from
manufacturer to consumers.
Nestle also sets their location
worldwide. It recognises each
and every point regarding
loacation where profit is more.
Nestle targets that location and
avail their products on that
location.
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Promotion Cadbury major selling product
is Dairy milk which is liked by
all small, young and adults. It
is promoted through
advertisement, talk to talk
promotion and social media
marketing. Cadbury believes
on quality of their product.
Nestle major selling product is
Coffee which is in need for
every student or any one.
Nestle believes on their taste
and make them promoted
through advertisement,
campaigns. Social media
marketing.
Physical Evidence Cadbury interacts with
customers and make them
satisfied in each and every
respect. consumers tend to
rely in material cues.
Nestle takes feedback from
consumers and make their
product effective in market.
Experience makes everything
perfect and increases
profitability.
Process From manufacturing to
delivery, Cadbury checks all
terms like quality, quantity,
packing, material distribution,
delivery. It makes customer
satisfied.
Nestle takes care of all process
taking place in company as it is
their responsibility to make
perfection for their consumers
and make them satisfied.
People All employees working in
Cadbury in every department
contributes their role
efficiently.
Service provided by Nestle
employee is efficient for
consumers and make the
company perception to right
position.
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2) Different tactics applied by organisation to achieve business objectives.
Business objectives are scales to run and grow business of an organisation. It concerns with
every factor relate to achieve goal of organisation. Below are some tactics to achieve business
objectives:
Price ensures that revenue stays ahead of costs of doing business. Cadbury focus on controlling
costs in both production ad operations while maintaining the profit margin on products sold.
People ensures employee training, equipment maintenance and new equipment purchases that all
goes for organisation productivity. Cadbury gives training to employees as per new technology
and always aware them of need of customers. (Stephen, 2016)It helps to retain clients and keep
repeating orders of products.
Physical evidence outlines the cost invested in productivity, in recruiting, in advertising, etc.
Cadbury maintains productive and positive environment in premises which improves retention.
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Illustration 1: 7p's of marketing
Source: (MARKETING THEORIES – THE MARKETING
MIX – FROM 4 PS TO 7 PS., 2018)

Place is process of preparing organisation for growth and development effectively. Cadbury by
dealing with changes in location of store, plant to meet the challenges of market and to increase
profitability ant to aware people about their changes.
Promotion analyse activities of competition in market and understand where product gets rank
in competition. Cadbury always improve rank of products in market by taking feedback from
customers and need of customers.(Bagozzi and et.al., 2018)
Process is main unit of every organisation so that buyers do not get harm from their products.
Cadbury always maintains health ingredients in their product and also maintains level of
carbohydrate ad fat, calories and sugar.
Product of organisation should be environment friendly. Cadbury products are chocolates,
candy, ice cream, beverages, cooking items, baking food, etc.
TASK 2
1 Develop a basic marketing plan
Executive summary- Cadbury is a British multinational company of products like chocolates,
beverages, cooking items, ice creams, candy, rolls, biscuits and now Cadbury is going to launch
new product called “ CADBURY BISCUITS”.
Mission- Cadbury focus on to increase its profitability as a short term vision. By launching new
product, it increases publicity among public and get promoted for old products also.
Vision- Cadbury will start to gain customer loyalty for new product launching and take feedback
from customer for satisfaction. It increase chance for widespread network for all over the
countries.
Objectives-
 To increase sale of products by 20% by the end of 2019.
 To increase market share of products by 25% by the end of 2019.
Marketing audit (Evidence-based marketing plan)- Spot analysis of “CADBURY
BISCUITS” :-
Strengths-
 Cadbury is the biggest global confectionery supplier with 9.9% of global market share.
 Cadbury has strong manufacturing competence, with innovation.
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 Cadbury has successful growth through its acquisition strategy.
Weakness-
 Cadbury depends on beverage market while others like Nestle can invest in R&d or other
business. Cadbury is new to some countries like Philippines where it lack of understanding with
customers.
Threats-
 Increasing in cost environment will thereat to hike in charges of transport, packaging ,
materials used. Competitive pressure from other branded suppliers.
Opportunities-
 Expand marketing in developing countries like India, Brazil where chances of
profitability increases.
 To bring new taste and preferences for public is great innovation for Cadbury.
Marketing mix strategy (Strategic marketing plan)
Marketing mix strategy follow 7P's which are explained below:-
Products- Cadbury has products like chocolates, ice creams, candy, cakes, cooking items,
beverages ., etc. and now Cadbury is going to launch Cadbury Biscuits which increase
profitability and awareness among people and makes competitive advantage.
Price- Cadbury maintains the price according to demand of people. Their decision to limit their
participation in aggressive seasonal Easter discounting. According to season, Cadbury vary price.
Cadbury Biscuits price is kept according to investment price in launching of product .
People- to launch new product, Cadbury will hire new employees for manufacturing, packaging,
dispatching and all units for effective working of organisation.
Promotion- Cadbury use social media marketing for promotion of Cadbury biscuits as nowadays
public uses social media more and this will be a great path for promoting. It increases awareness
of new product people.
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Place- Cadbury focus on developing countries like India, Brazil., etc. , first as chances of
profitability are more there.
Process- Cadbury use good quality material for production of Cadbury Biscuits and will use new
technology like artificial intelligence technique to manufacture.
STP- It demonstrates links between market and company in competitive brands. Cadbury
segmentation is done on demographic basis. It is to target new generation as new generation
wants new taste. Cadbury Biscuits taste different from other brand biscuits by including dry fruits
ingredients. This Cadbury Biscuits will be positioned as for category innovator.
Budget- The total budget set for Cadbury Bytes is £120
Promotion £30.00
Distribution £40.00
Rent £30.00
Other variables £20.00
Total £120.00
Monitoring and controlling- To monitor the process of production of Cadbury Biscuits,
Cadbury use industrial automation to monitor and control the process. Industrial automation uses
technology of PLC, SCADA, DRIVERS.,etc. Which automatically controls the process in
effective and efficient manner. It increase ease of doing work perfectly.(McDonald, 2016) This
will also increase the quality of product as process will be on definite manner and the material
which is used in production will be also in correct proportion.
CONCLUSION
This summarised about roles and responsibilities of key elements of marketing functions in
Cadbury, roles and responsibilities of marketing relate to marketing environment , strategies used
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