Strategic Marketing Plan for Cadbury: A Comprehensive Report

This report provides a comprehensive analysis of Cadbury's marketing strategies, beginning with an introduction to marketing principles and the roles and responsibilities of a marketing department within an organization. It explores the functions of marketing in relation to the broader organizational context and the marketing environment, emphasizing the importance of relationships between marketing and other functional units such as finance, production, HRM, and R&D. A detailed evaluation of a strategic marketing plan for a Cadbury product is presented, applying the 7Ps of the marketing mix to achieve specific objectives. The report covers STP strategy (segmentation, targeting, positioning), SWOT analysis, and marketing budget considerations. The analysis examines Cadbury's strengths, weaknesses, opportunities, and threats, providing insights into the company's strategic approach and market position. The report concludes with a concise overview of the key findings and recommendations for Cadbury's marketing efforts.

MARKETING
ESSENTIALS

Table of Contents
INTRODUCTION...........................................................................................................................1
Activity 1.........................................................................................................................................1
Roles & Responsibilities of marketing department................................................................1
Functions of marketing in relations to broad organisational context.....................................2
Functions of marketing in relations to the marketing environment.......................................3
Importance of relationship between marketing and different functional units of an
organisation............................................................................................................................3
Relationship between marketing function and other functional units of an organisation......4
Detailed evaluation of strategic marketing plan for a product that applies to the 7Ps to attain
the objectives. ........................................................................................................................4
Activity 2.........................................................................................................................................7
(Covered in the ppt)................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing is the procedure of purchasing & selling of products and services with purpose
earning profit and satisfying needs and wants of consumers. It also involves making consumer
aware of the product and brands using various strategies and tools and building brand image.
Marketing function helps in building consumer trust and providing them with necessary
information as per the requirement. In this report Cadbury is taken as the base company. It is a
multinational company founded in 1824 by John Cadbury in Birmingham and became the one of
the top seller of milk chocolate in the united kingdom. Its products are widely distributed around
many countries The role of marketing also comparison between different organisation using
marketing mix and evaluation of marketing plan of chosen company is explained below.
Activity 1
Roles & Responsibilities of marketing department.
The different roles of marketing functions in respect to the chosen firm is explained
below:
 Marketing strategies: It is the plans developed by marketer in order to implement in the
organisation, these includes needs of the customer and to satisfy them. (Ahmad, 2018)In
context to the company, Cadbury uses marketing strategies like diversification, sales
maximisation, growth and so on.
 Defining and managing brands: This involves defining what organisation is all about
and what is main purpose of organisation and how to manage the brands. In context to
Cadbury, it is the second largest confectionery brand in the world.
 Conducting research: This includes conducting research in order to gain information
about the needs and wants of customer. In context to Cadbury, they introduces variety of
products into the market in order to satisfy the needs and wants of the customer.
 Brand value: Company offering products and services with the value attract more
customers in the marketplace. In context to Cadbury, it produces value added products
for their customers which attracts huge number of targeted customers. (Al Badi, 2019)
1

Marketing procedure: It is define as process of creating value in the product and services to
increase profitability and productivity in the organisation. The various concepts involves in
marketing procedure are as follow:
 Production: Customers are attracted through offering easily affordable products. In
context to Cadbury, company offers products which are affordable by type of customers.
 Products: Products having value and quality are chosen by the customer, in context to
the chosen company, they are offering variety of products to their customers with great
quality in the market. (Caliskan, 2019)
 Selling: Under this sales of company depends on how well the product is promoted into
the market. In respect to the company, they aggressively promote their product into the
market, which makes them second biggest confectionery brand in the world.
 Marketing: Any organisation main focus is on customer, each tries to satisfy needs and
wants of their consumer. Cadbury focuses on providing better services and satisfying
needs of their customer than their competitors.
Functions of marketing in relations to broad organisational context.
Marketing is one of the important functions of the organisation, it helps in creating brand
awareness and creating brand credibility also building trust among their targeted buyers. The
marketing division is linked with every other functional departments of the organisations like
finance department, production department,HRM department and research and development
department. In context to Cadbury relationship between marketing and other department is
highlighted below:
Marketing & finance department: Marketing department supports finance department
by making sure that there is availability of funds for promotions and distribution. In context to
the company, marketing department of the company aims at increasing sales and marketing share
of the company while focusing on covering cost of the company
Marketing & Production department: Marketing department helps in providing
required information about the customers taste and preference to the production department so
that goods and services can be produce according to the requirement. In context to the Cadbury,
marketing department helps the production department by delivering required information so that
their needs can be fulfilled effectively.(Chernev, 2019)
2

Marketing & Human resource department: Marketing department helps human
resource department to ensure that right person with the right skills is selected for the right job.
In context to the chosen company, marketing department of the Cadbury helps human resource
department in recruiting and selecting suitable candidates using various marketing tools and
techniques and increasing productivity.
Marketing & Research and development: Marketing department helps the research and
development departments by ensuring that different ideas can be generated with the help of
various marketing tools. Marketing department provides required information to the research and
development department. (Cornwell, 2020)In respect to Cadbury, marketing team of the
company gets all the required information about the new product from the research and
development team so that proper information about product can be conveyed into the market.
Functions of marketing in relations to the marketing environment.
As the internal and external environment is continuously changing, the needs and wants
of consumer is changing. The marketing manger needs to continuously identify the needs and
wants of the consumer and ensure deliver them goods and services by adding value to them. In
addition to this marketing manager needs to continuously monitors the environment in order
identify specific knowledge related to products and services, the manager needs manage well the
needs and wants of customer. Also another role of marketing is creating and building brand
image of the company by adding value to the product and services. It is responsibility of manger
to build brand and track brand equity.
Importance of relationship between marketing and different functional units of an organisation.
The importance of relationship between marketing and different functional units of a firm
plays an very important role in an organisation. Marketing section of the company works closely
with finance department ensuring availability of funds for various promotional activities. Also
marketing department helps production department in analysing needs and wants of consumer
and in turn production department provide detailed description of product to the marketing
department so that proper marketing strategy can be framed for promotional activities.(Dioko,
2016) Marketing department also works closely with human resource department to hire right
right person for the right job increasing productivity and profitability of company. In addition to
this company's marketing department helps research and development department in providing
unique ideas also contribute towards achieving marketing and business objectives of the firm.
3

Relationship between marketing function and other functional units of an organisation
The interrelationship between different departments in an organisation helps in smooth
functioning of work in the organisation, achieving goals and objectives of the firm and
increasing overall efficiency. The marketing manager helps finance department in ensuring
availability of funds in all the department of the organisation, also production department ensure
that required information about product and services is provided to marketing department so that
required marketing strategies can be formulated to promote product and services. It is analysed
that interrelationship of different functional department can help organisation to focus on the
changes, it is also considered that interrelation is not always beneficial sometimes it can also
bring conflict between different functional area in an organisation as the sometimes the
departments can have their own perspectives and interest can can create conflict for the other
departments.(Fill and Turnbull, 2019)
Detailed evaluation of strategic marketing plan for a product that applies to the 7Ps to attain the
objectives.
Marketing plan is define as detailed framework describing the overall marketing
strategies and policies of the organisation. The marketing plan defines vision, mission, and goals
and objectives of the organisation that helps in achieving overall goals of the organisation
effectively and efficiently. It is detailed description of long term and short term goals to be
achieved by the organisation in order to increase the efficiency of the organisation.
Executive objectives: The cadbury is the second biggest brand in the world, founded in
1824 by John Cadbury. The company operates in around 87 countries. The main aim of the
company is satisfying needs of it customer, company is planning to enter into vegan segment by
launching its Cadbury dairy milk chocolates bar that will be vegan in order to expand their
business.(Gumparthi and Srivastava, 2020) In order to explain this marketing plan is highlighted
below:
Vision – The vision statement of the company is to build a brand image by working
together and creating a positive working environment.
Mission – The mission statement of Cadbury is to satisfy customers needs and wants by
providing quality products
Objectives:
4

 The main objective of the company is to become one of the top confectionery brand in
the world.
 Another objective of the company is build brand image and gain competitive advantage
in the marketplace.(Hastings and Domegan 2017)
STP Strategy
STP is an acronym for segmentation, targeting, and positioning. In context to the new
product of the company detailed STP strategy which need to be followed is explained below:
Segmentation: Segmentation is defined as dividing market into small parts, the company
needs to decide their segment for the product on the basis of of different demographic factors
like age, income and and so on
Targeting: The next process is targeting, under this company needs to needs to decide
which market should be targeted in order to gain competitive advantage, in case of cadbury,
company needs to target group who are vegan.
Positioning: The last process is positioning, under this the main focus of the company is
creating brand position in the mind of consumer's, it also involves using different marketing
strategies to make consumer aware of product and services, in context to cadbury company can
use marketing tool like adversing or social media marketing in order to promote their new
product in the market.(Hyder, 2016)
SWOT Analysis
SWOT analysis is a framework used by the company to know the strength and weakness
of a company also analysing various opportunities available for the company and threats that
company needs to overcome. In context to the Cadbury, SWOT analysis is highlighted below:
Strength Weaknesses
 Cadbury has the strongest brand value
which make it the second largest
confectionery brand in the world.
 Cadbury has a strong marketing and
promotional strategies which help them
in attracting huge number of customers
and creating brand name and loyalty.
 The Cadbury only focuses on urban and
semi urban area, ignoring rural area
where this product is consider as
advanced end goods can be weakness
for the company.
 Another weakness of the company is
setting high price for its product which
5

 The company has a strong brand image
so company doesn't have to spend on
the various promotional strategies, thus
marketing cost of the company can be
reduced.
in turn decreases the demand of the
products.
Opportunities Threats
 One of the opportunity for the company
is increasing its brand reach in the rural
market.(Sharma, and Alavi, 2018)
 Another opportunity for the company is
diversifying its product range into food
or drink segments.
 Cadbury can also increase its brands
expansion in the untapped market.
 Increasing cost of the raw material,
transportation and distribution cost can
be threat for the company.
 Increasing competition from another
chocolate brands can be a threat for the
company.(Muller, 2019)
 Another threat for the company can be
increasing health awareness among
people can decrease the consumption of
chocolates.(Smith and Hanover, 2016)
MARKETING BUDGET
PARTICULARS Ist Year IInd Year IIIrd Year IVth Year Vth Year
Initial amount 3000 6300 12200 14160 19970
Investment 9300 10500 23830 31630 13550
TOTAL 11300 16800 36030 45790 33520
MARKETING OUTLAY
Promotion 4746 1459 4593 1875 1211
Sales publicity 1365 800 2452 1492 1050
Direct selling 2235 1900 4651 1000 4434
6

TOTAL 8146 4159 11896 4467 6405
Monitoring & controlling
Monitoring & controlling plays a very important role in successful execution of
marketing plan, organisation needs to ensure that all the activities and operations are monitored
regularly in order to effectively carry out the business. The company ensures that all the
activities of the organisation are carried out effectively to increase productivity and profitability
of the company. With monitoring effective controlling of the activities are also important in
order to increase the profitability.(Steenkamp, 2017)
The Cadbury is planning to launch new product into the market that is Cadbury dairy milk
chocolates bar that will be vegan, for this company is planning to use various promotional
strategies like social media marketing, adversing in order to make consumer aware of the
product, also marketing plan of the product is explained which includes vision, mission and
objectives of the company. The SWOT and STP is highlighted in order to analyse resource to be
utilised effectively also should be monitored carefully in order to increase productivity and
profitability of the business.(Yi, Z.G., 2017)
Activity 2
(Covered in the ppt)
7

CONCLUSION
From the above study it can be concluded that marketing function plays a very important
role in every firm, it involves purchasing and selling of product and services with the main
purpose of profit maximisation and satisfying needs and wants of customers. In this report the
roles and responsibility of marketing functions and how these functions interlinks with other
departments in the firm is explained. Also how different firms uses the marketing mix in order to
achieve organisational goals and objectives by using various marketing planning process is
highlighted. In addition to this the marketing idea of Cabdury's new product to be launched in
the market is explained in the above report.
8

REFERENCES
Books and Journals
Ahmad, N., 2018. Toward advancing debates on Islamic marketing: a renewed
perspective. Journal of Islamic Marketing.
Al Badi, K., 2019. Implementation of marketing concept and organizational culture in SMEs in
Al Buraimi–Oman. Benchmarking: An International Journal.
Caliskan, A., 2019. Applying the right relationship marketing strategy through big five
personality traits. Journal of Relationship Marketing, 18(3), pp.196-215.
Chernev, A., 2019. Strategic marketing management: Theory and practice. Cerebellum Press.
Cornwell, T.B., 2020. Sponsorship in marketing: Effective partnerships in sports, arts and events.
Routledge.
Dioko, L.D.A., 2016. Progress and trends in destination branding and marketing–a brief and
broad review. International Journal of Culture, Tourism and Hospitality Research.
Fill, C. and Turnbull, S., 2019. Marketing Communications: Touchpoints, Sharing and
Disruption. Pearson UK.
Gumparthi, V.P. and Srivastava, M., 2020. Management Essentials: A Recipe for Business
Success. South Asian Journal of Management, 27(2), pp.232-235.
Hastings, G. and Domegan, C., 2017. Social marketing: Rebels with a cause. Routledge.
Hyder, S., 2016. The zen of social media marketing: An easier way to build credibility, generate
buzz, and increase revenue. BenBella Books, Inc..
Muller, M., 2019. Essentials of inventory management. HarperCollins Leadership.
Sharma, R., Ahuja, V. and Alavi, S., 2018. The future scope of netnography and social network
analysis in the field of marketing. Journal of internet commerce, 17(1), pp.26-45.
Smith, K. and Hanover, D., 2016. Experiential marketing: Secrets, strategies, and success stories
from the World's greatest brands. John Wiley & Sons.
Steenkamp, J.B., 2017. Global brand strategy: World-wise marketing in the age of branding.
Springer.
Yi, Z.G., 2017. Marketing services and resources in information organizations. Chandos
Publishing.
9