A Comprehensive Analysis of Cadbury's Marketing Strategies and Plan

This report provides a comprehensive analysis of Cadbury's marketing strategies, focusing on the key roles and responsibilities of the marketing function within the organization. It examines the relationship between marketing and other departments, such as HR, finance, and R&D, highlighting their interconnectedness and impact on overall business performance. The report includes a comparison of Cadbury and Nestle, evaluating their use of the marketing mix to achieve objectives. Furthermore, it assesses the effectiveness of Cadbury's marketing plan, including market segmentation, strategic planning, and the influence of both internal and external factors. The report concludes with an evaluation of the overall marketing approach, providing insights into Cadbury's market position and strategies for future growth.

Marketing Essentials

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Key roles and responsibilities of marketing function.......................................................1
P2. Roles and responsibilities of marketing in relation to wider organisational context.......3
M1...........................................................................................................................................5
M2...........................................................................................................................................5
D1...........................................................................................................................................5
TASK 2............................................................................................................................................6
P3. Comparison between two organisations by applying marketing mix for accomplishing
objectives................................................................................................................................6
TASK 4..........................................................................................................................................10
P4. Evaluation of basic marketing plan................................................................................10
M3.........................................................................................................................................13
M4.........................................................................................................................................13
D2.........................................................................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is not a simple and single concept as it comprises of a vast range and number
of things into it (Lane, 2016). It enables and supports businesses to grow by evaluating all things
properly as well as making products available to each and every individual (Mittal, 2014).
Essentials are the major elements and factors which contribute in maximising revenues and sales
by compiling it with marketing concept. Thus, marketing essentials concept simplify all major
things in an appropriate manner. This project is based on Cadbury’s marketing concept and their
ability to use all important elements of business for gaining market share. For this report, it
includes roles and responsibilities performed by marketing function of a company to generate
more sales. Along with this, it will also discuss the relationship of marketing function with other
ones. Moreover, with comparison of Cadbury and Nestle, management will be going to bring out
the utilisation of marketing mix by a company. With marketing budget, business will become
able to compete in the keen competitive world in a definite frame.
TASK 1
P1. Key roles and responsibilities of marketing function
Each kind of organisation wants to enhance their profits and for this aim, they have to
apply relevant tools and methods; therefore, they will be able to provide best and effective goods
and services to their clients effectually. It is required for manager to comprehend entire
marketing functions in a proper way. To accomplish entire operational activities significantly,
they need finance (Baker and et. al., 2016). It is not easy for an enterprise to conduct marketing
activities; hence, they will gain attention of numerous individuals towards them. This will assist
an organisation to improve their profits and market share so that they will take benefits from
competitors at competitive world.
There are many marketing functions which need to be organise by superior to execute
entire activities in a significant way. In context of Cadbury, employer examined some functions
which are described as beneath:
Marketing information management: With assistance of this, manager of an affiliation
will gather required data and information through internal as well as external environment
effectively. This will aid them to conclude best judgement for firm; hence, they will improve or
alter products and services. To acquire attention of many persons, it is must for company to take
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care of many things, like price, packing and so forth. Along with, employer has to determine
needs and wants of persons so that they will modify products and services accordingly.
Distribution management: This is considered as an effective procedure; therefore,
organisation will easily manage product's distribution in an appropriate manner. It is essential for
superior of Cadbury to provide goods and services to people across the world as well; thus, they
will fulfil their requirements within limited period of time. It aids them in improvisation of sales
and production. Along with, they will maintain cost and reduce wastage. Fundamental aim of
distributor manager to keep up entire information about inventory; hence, they will sell items to
people as per their demands (Bastable, 2016).
Product and safety management: This is another major function of marketing which
needs to be accomplish by employer. If organisation is selling tangible items to persons then it is
required for them to manage merchandises effectually. If they are not having proper records then,
they will not fulfil demands of people on time. By managing overall things appropriately,
company enables to enhance their revenues as they are selling products to people as per their
needs. As a result, they will attain coveted targets and goals within requisite period of time.
Pricing: It has to be taken into under consideration by an association because price is a
factor which will provide impact to buying behaviour of an individual. Therefore, it is must for
an association to select best pricing strategy for business, so that they will improve sales as well
as revenues to customers. Additionally, superior needs to reduce risk which is connected with
firm. Manager of marketing needs to identify overall information from market; thus, they will
easily compete their rivals at marketplace. It will be beneficial for affiliation as they will
maintain their position at global market as well (Berkowitz, 2016).
Promotion: Each kind of organisation either they are working at small or large scale,
need to promote their products and services; therefore, they will convey about it to people easily.
There are many kinds of tools or methods which will be utilized by manager for this aim, such as
social sites, advertisement, print media and so forth. Therefore, they will easily improve their
sales and production in an effective way. This will assist to know about needs and wants of
individuals; thus, they will alter their items accordingly. It improves appropriateness and
effectiveness of goods. With help of promotional strategies, manager will gain attention of
numerous persons and change their requirement for any items as well.
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Selling: This is fundamental procedure in any firm and in this, transaction take place
amongst both, buyer and seller of organisation. In this, they exchange items or services for
money. Many steps will comprise under this process which need to be taken after by manager;
therefore, he will sell products significantly. It has been analysed that, if sales of organisation get
enhanced then this will aid to improve revenues of business (Brychkov and et. al., 2017). As a
result, they will take benefits from rivals at marketplace. Selling procedure of Cadbury is much
effective so that they will easily cater items and services to individuals on time.
Financing: Fund is required for each type of company as it helps them to complete entire
operational activities in an effective manner. If organisation wants to conduct marketing
activities then, they need finance so they will do it significantly. If firm is having sufficient
amount of money then, they will produce or alter products and services according to demand of
consumers. It enables them in improvisation of revenues. Along with, it is must for affiliation to
produce qualitative goods so that they will acquire attention of persons and maintain brand image
at domestic as well as national level (Cabrera and Williams, 2014).
P2. Roles and responsibilities of marketing in relation to wider organisational context
Company needs to fulfil entire activities as this enables them to attain coveted targets and
goals in an effective manner. It is must for superior to comprehend need of marketing; therefore,
they will promote products and services at marketplace. It helps individuals to take judgement
regarding purchase of any item. In many affiliations there are several departments who are
having their own duties or roles which they need to fulfil.
Human resource management and marketing management: In organisation, every
division is connected with each other (Griffitts, 2016). Thus, if there is any differences are
identified, then entire functions get affected. It has been evaluated that HR is connected with
marketing unit as they have to recruit best and talent individuals for firm so they will complete
their work with maximum effectiveness. It is foremost duty of human resource professional to
choose that person who possess proper skills and abilities in relation to marketing; thus,
company will easily attain coveted targets and goals within limited period of time. In context of
Cadbury, it is required for HR employer to have entire capabilities to appoint suitable candidate
for firm to complete overall goals.
Finance and marketing: They both departments are connected with each other as
manager of finance department needs to provide budget to each unit to complete their work. It
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assists to reduce unwanted wastage or cost from process of business. Allocation of fund has to be
done significantly. By having sufficient finance, superior of marketing will be able to complete
entire activities effectually (Hoeffler, Herzenstein and Ginzburg, 2015). An event will be
organise by manager of an affiliation so that they will gain attention of numerous people towards
their products and services. Henceforth, employer of both division needs to know about their
roles so they will fulfil it accordingly.
Research & development and marketing department: To satisfy needs and wants of
people, it is needed for firm to know about requirement of consumers. This enables them to
implement new and inventive methods into products; thus, they will acquire attention of
numerous people towards their goods and services. It will aid marketing division to complete
their work effectively. With assistance of R&D department, organisation will be able to gather
data and information about marketplace. Therefore, they will manufacture items and services
accordingly. This enables them to increase brand image and profits as well (Hoffman and Turley,
2015).
Customer service and marketing: Success and development of any company is always
depend on management. If they are performing their functions significantly then, they will fulfil
their duties effectually. Along with, consumers are considered as a major factor for firm because
they are end user of any product or service. It is essential for an enterprise to sort out entire
problems which are facing by them and for this, they will formulate another unit named,
customer service centre. They need to deal with each type of clients and resolve their problems
so that affiliation will attain coveted targets and goals timely.
Production and marketing: It is major task of manager of marketing to gather entire data
about items; thus, they will manufacture it accordingly. They will conduct survey to know about
needs and wants of people. It is must for an enterprise to produce quality goods for people as it
assists into their long term retention (Karasar and Öztürk, 2014). Along with, Cadbury is
providing their items to people on online as well, so that it is needed for them to maintain quality
of it. Hence, it is must for both division to know about their roles and responsibilities effectually.
Sales and marketing: It is must for sales unit to manufacture goods and services as per
the data and information which is received by them through research and development
department. By knowing needs and wants of people, they will alter their items as well. This
enables them to increase profits and market share of company. In context of Cadbury, they
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examine demands of persons on regular basis which enables them to maintain position at
marketplace for maximum period of time.
Henceforth, it has been examined that each functions are interrelated with each other. It
will aid an affiliation into their success and development in an appropriate manner (Kennedy and
Parsons, 2014).
M1
It has been examined that internal or external components will cater affect to entire
marketing activities. Some will be controlled by manager but some cannot. Market segment: According to this, marketplace will classified as per gender, age, tastes
and preferences of people. Strategy: By formulating an appropriate strategy, affiliation will easily achieve coveted
goals within limited time duration.
 Planning: With help of an effective plan, organisation will be able to accomplish
requirement of individuals according to their desires (Lane, 2016).
M2
Relationship between marketing and other division will help an enterprise to take benefits
from rivals at competitive place. It is must for superior to conduct research in market to know
about the needs and desires of people. This will assist organisation to improve their reputation at
marketplace. As a result, affiliation will obtain success and enhancement at marketplace (Mittal,
2014).
D1
Each organisational functions are connected with each other. To improve customer base,
it is must for company to accomplish their requirements and desires in a proficient manner.
Quality and price of items and services are much effective which will easily capture attention of
numerous clients towards them (Mueller and et. al., 2015).
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TASK 2
P3. Comparison between two organisations by applying marketing mix for accomplishing
objectives
Each and every type of company needs to maintain their position in market for maximum
period of time. For this, they will utilize many sorts of tools and techniques. As a result, coveted
targets or goals will achieved within limited time span (Pappas, 2017). Cadbury is a firm which
is operating their business in UK and having largest share at marketplace. This enables them to
provide benefits from contenders at competitive place. Thus, it is must for them to compare their
marketing mix with Nestle; thus, they will manager business operations significantly.
Basis Meaning Cadbury Nestle
Product This is offer by an
organisation to clients
so that they will
accomplish their
requirements and
desires. They will
modify items of firm
as per demands of
people by
implementing creative
ideas.
5 star, dairy milk,
Temptation, perk and
many others.
Munch, Kit Kat, Milky
bar and so forth.
Price This is giving by
customers for any
products or services.
Economy of any
nation will be analysed
by value of items and
services which is
delivering by
company.
Prices of items of
Cadbury is much high;
thus, this will provide
affect to choice of
people either in a
direct or indirect
manner.
Rates of products are
much less which they
are offering to their
people.
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Place In respect to marketing
concept, place is
referred to as
destination where
items and services are
produced. This
consists places and
locations which are
close to metro cities.
So, this help
organisation to
transport items easily.
Administration of
Cadbury have
determine appropriate
place for production of
food items. This
benefit company to
deliver adequate
products in
marketplace. For this,
executive have
establish connection
with various small and
large retail stores. This
benefit firm to deliver
different range and
variety of food items
to people.
Nestle firm's executive
don't have much
warehouse units; even
its manufacturing
factories are situated
distant from cities.
Besides this, company
deliver food items in
few stores. This
impact on sales of
firm.
Promotion This is essential
component of
marketing mix. It is
necessary that
administration uses
promotion tools such
as advertisement, print
media, sales
promotion, public
relation, social media
and online marketing
to spread information
to public about
products and services.
Cadbury uses efficient
promotion tools such
as TV commercials
and social media to
spread information to
people about variety of
products that are
offered by them.
Besides this,
management
communicate to
population about
variations and new
launches that are made
In Nestle, executive
uses adequate tools
such as sales
promotion,
advertisement to
spread awareness to
people about variety of
items that are
delivered by firm in
marketplace. For this,
internet is effective
tool used by
management to make
people aware about
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This benefit firm to
improve market
reputation and attract
customers by
informing them about
availability of items in
marketplace.
by them. This help
company to attract
customers and enhance
sales.
food products.
People Shareholders,
employees, customers
are various
components of firm. It
is necessary that
management uses
resources effectively
through which
adequate products and
services are delivered
to people. They even
require to make
members function
properly, so that
organisation goals and
objectives are
accomplished timely.
Administration of
Cadbury conduct
training sessions and
seminars to enhance
capabilities of
workforce and make
them perform
activities effectively.
This help firm to
analyse functioning of
employees and provide
them adequate skills
through which they are
able to attract
customers and attain
targets within
specified deadline.
In Nestle, members are
competent in relation
to other brands. But,
company has limited
number of employees
for conducting
business operations.
This impact on sales of
firm and on market
image.
Process This is necessary that
administration uses
adequate tools and
techniques in system.
So, superior are able to
utilise resources
In Cadbury, executive
are using effective
technologies through
which company offer
quality food products
to people. This help
Nestle activities of
delivering items to
market comprises low
cost. As,
administration profit
margin is
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efficiently and deliver
items as per needs and
wants of people.
management to deliver
adequate items in
marketplace.
comparatively lower
than other firm. So,
this impact on revenue
of company.
Physical evidence Companies require to
have consistent
branding in
marketplace. It is
necessary that
executive uses tangible
constraints of products
to enhance goodwill
and image of firm.
Cadbury deliver
quality and effective
products, which is
physical evidence for
administration. This
help firm to operate
business efficiently in
market.
Superior of Nestle
have pressure from
rival firms on their
items. It is necessary
that adequate food
products are delivered
in respect to other
brands.
Thus, it can be comprehended that marketing mix states that Cadbury provides a variety
of food items as compared to other rival brands. Executive have competent and skilled
employees through which firm is able to enhance sales and make system function effectively. So,
these are elements which have impact on profit margin of firm. Therefore, administration is able
to attain goals and objectives timely.
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TASK 4
P4. Evaluation of basic marketing plan
There are several things which will include into this, such as objectives, strategies, vision
as well as mission of organisation (Baker and et. al., 2016). Along with, budget will be created
by manager; thus, entire activities will have accomplished in an effective manner. If firm wants
to provide items to people at new market then, it is needed for them to formulate proper plan; as
a result, overall work will have accomplished in a systematic manner. Hence, there are many
factors which will include into marketing plan and these are stated as beneath:
Vision: Each employee does work together to attain targets and goals of company. By
doing work in team they will be able to accomplish task within specific period of time. As a
result, brand image of firm gets enhanced at marketplace.
Mission: Organisation wants to develop quality items and services for people and this
enables them to acquire attention of numerous individuals towards them. Along with, they
improve goods and services on regular basis which will help to enhance its quality (Bastable,
2016).
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Illustration 1: Marketing Mix
(Source: Allen, 2018)