- Examine the role of marketing and also explain its relation of it with other functional units of Cadbury.
- Evaluates the ways in which elements of the marketing mix are used by Cadbury in order to achieve the overall business objective.
- Demonstrate a basic Marketing plan for Cadbury.
INTRODUCTION
According to the business world, marketing is a concept related to the tasks and activities of how a company is involved in promoting products. The main motive of marketing is to make sure that products of the company are meeting the demands and needs of the customer. Any business's success depends upon the way by which it conducts marketing activities and campaigns (Cavusgil, and et. al., 2014). This is essential for the marketing department of the company to be more active in order to attain the sales objectives of the company. The following report is divided into two parts - Part 1 includes powerpoint presentation which includes functions of marketing function and how these are related to organisational context. Part 2 is a report that includes marketing mix of two companies dealing in the same sector. Also there is marketing plan given in this report. The company considered in this report is Cadbury which is a British multinational confectionery company that is owned by Mondelez International . The founder of this company was John Cadbury and it started in the year 1824.
TASK 1
P1
Marketing mix is defined as the set of actions, plans and tactics used by promoting brand or product within the market (Groucutt, and Hopkins, 2015). Marketing mix analysis is increasingly used by companies to analyze their strength and weakness (7Ps Marketing Mix, 2019). There are some factors included in the marketing mix on which company is evaluated and these are Product, Price, Place, Promotion, Physical evidence, Process and People. The marketing mix of Cadbury and it's competitor Nestle is given below. The comparison between their marketing mix will help to know what are the strength and weakness that a company is having.
|
Elements |
Cadbury |
Nestle |
|
Product |
Cadbury is a company that offers a wide range of products and it has strong product mix. There are various products that Cadbury offers to people in different countries. The product mix of Cadbury includes candies, gums, chocolates, beverages, biscuits,etc (Marketing Mix of Cadbury, 2018). Bournvita is the market leader in milk additives. |
The product strategy and product mix in Nestle marketing strategy is explained by the following points. Nestle is largest food company of the world. There are around 8000 brands which provides wide range of products in market. The main products on which this company focuses is dairy products, chocolates , ready to cook foods and beverages. |
|
Price |
Cadbury uses different pricing strategies for it's products. These are skimming pricing, economy pricing and bundle pricing. According to the skimming pricing, prices are set high for taking advantage of customer's desire towards new product or design. Some products of Cadbury are set higher prices than competitors such as Cadbury Silk, Bournville, Oreo biscuit, etc. This is type of pricing which comes out with different variants of the main product for reaching large audience. The bundle pricing of Cadbury allows to sell multiple products at lower rates At time of festivals. Cadbury offers bundled products at discounted prices. |
The price of product is based on the quality of offered products. The pricing offered by Nestle are more than it's competitors. For instance, the price of Maggie noodles is higher than Yippee noodles or wai wai. |
|
Place |
The products of Cadbury are available across the world. Cadbury has a major impact on global market due to the robust distribution channel. Products of this company are available in both rural and urban areas. |
The revenue and sales of Nestle are generally from European countries. This company follows a FMCG channel of distribution. Consumers of Nestle can buy through retailers. These companies offers discounts and tactics to products. In this way. The distribution channel is kept busy. Various discounts are offered to Distributors for buying weak products. |
|
Promotion |
Promotion plays an important role in the marketing mix of Cadbury. This company uses proper mix of BTL, ATL and digital channels in order to create awareness and promotions of the product. |
Promotional and advertising strategy in Nestle marketing strategy includes it come sup with new and innovative marketing ideas. The marketing mix promotional strategy for Nestle emphasises on extensive advertising and marketing for brand and products. Nestle has always used above the line marketing strategy. This is a strong product portfolio which makes it different from competitors. Different ways by which Nestle do promotion are hoardings, online advertisements, print, etc. |
|
Physical evidence |
This is known as the proof or presence of physical evidence that service or product was delivered (Hair Jr, and et. al., 2015). The physical evidence means how a business and it's products are perceived within the marketplace. Cadbury is an organisation that keeps a record of all experiences which it is getting by physical questioning, buying behaviour of consumers and providing proper guidelines regarding the products which they are purchasing by providing pamphlets, brochures to customers. |
Nestle sells its products in distinct colour packaging that easily identifiable on retail shelves. These are placed on special shelves that are provided by the company. These also have a distinct design and colour. This company has an online website which is user friendly and allows customers to view products in high quality images. |
|
People |
People are the most important factors while building of any organisation because these are directly involved in the recognition of market and this matter must be realised by the customers. Generally this company targets children and young adults. |
Nestle has people who are working under it's sales team and this plays an important role in marketing efforts. The people working in the customer service department are contacted by customers in case of any issues within service or product. Suppliers of Nestle helps in maintaining and improving quality of the final product produced. |
|
Process |
Cadbury keeps record of different processes that it performs. This helps in maintaining a good observation on all business operations that take place within the organisation. |
The products of Nestle are available at retail stores by using system which notify when inventory level are low. The online delivering process of nestle are received in computer system and on the basis of these orders inventory is shipped to the delivery service provider. |
TASK 2
P2
A marketing plan is simple document that reflects thoughts and views of marketing department of the company (Muller, 2019). Each and every company develops marketing plan for predicting and estimating the success of new product (Kladou, and et. al., 2016). This helps in analysing whether new product or service introduced by the company will earn profits or not. This enables to know actions that can be taken by the marketing department for effectively advertising products of the company. The steps involved in marketing plan of Cadbury are given below-
- Company overview: - This is a British organisation located in West London. This is a chocolate company that provides candies and chocolates to customers (Hugos, 2018). This organisation was started in the year 1824. Cadbury is operating in approximately more than 200 countries around the world (Lane, 2015). This company is working since many years and meeting the needs and demands of customers.
- Vision : - To work effectively and develop the brand image and reputation of the company.
- Mission: To offer quality services and products to customers which have exquisite and good taste.
- Objective: - The Objective of Cadbury is to maximise the profit of the company by launching a new product in marketplace. Cadbury is launching new product naming strawberry and chocolate mix chocolate (Larson, and Draper, 2015). This is a chocolate which is made of fusion of strawberry and chocolate. Cadbury has SMART objective i.e. capturing market share of 15% in UK market within a year.
Segmentation: - This is defined as process for dividing the potential customer group. Cadbury has chosen two categories of customers i.e. based on demographic and another is based on behavioural.
Targeting: - It is defined as way by which potential market is divided by the company. This segmentation is important as it helps in analysing the behaviour of various potential customers. method of dividing market into various segments (Malhotra, 2015). Segmentation is done on the basis of various customer groups. The target customer group of Cadbury are children between 4 - 17 years. Also the segmentation of customers has stretched from children to adult age group.
Positioning: - This is known as the positioning of products and services in marketplace (. Pappas, 2017). This company analyses the customers and on the basis of this, Cadbury is utilising festive and occasion time for positioning of products within marketplace.
Budget plan : The manager of Cadbury has prepared budget which will be helpful for next 5 years which is shown below:-
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CONCLUSION
From the above discussion, it is concluded that marketing is an important function and department of the organisation. The main objective of this is to provide quality products to customers by conducting an effective market research. A marketing mix analysis is helpful for the companies to analyse as it helps in knowing what are the weakness and strength of company. This will help to know what are the ways by which an organisation can develop new strategies and plans so that products of the company are promoted effectively and sales of the company are increased. The marketing plan of the company includes, vision, mission and objective of the company. It also includes aims and objectives of the company and SMART goals that the company has to achieve within specified time frame. The marketing essentials include all the above factors so that they are able to manage marketing activities effectively. Instant Assignment Help provides the best online assignment writing help to primary, high-school, college and graduate students who are struggling with their academics. Right from the homework, assignment to dissertation, we provide assistance in all types of academic writings. If you need cheap help from experts that can help you score good grades and impress your professor easily, then we are your one-stop-solution. Our experts can deliver the best work before the deadline right to your mail.
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