Introduction to the concept of marketing - Cadbury

1. Introduction to the concept of marketing, including current and future trends.

The marketing concept of Cadbury is referred to the strategy which are made and enforced by the respective organisation in order to achieve the companies goal of increasing the revenue by promoting the sales of Cadbury. The marketing concept is consist of five different concepts which are Production concept, Product concept, Selling concept and Marketing concept (Baack, Harris and Baack, 2013). These concepts focuses on different aspects of promoting the sales level of the respective organisation.

Current Marketing Trends

There are various marketing methods that are practised by Cadbury in today's time. These are mentioned below:

• Print Media- It is one of the traditional method of marketing that is been adapted by Cadbury. The print media promotion of the respective organisation includes newspapers, hoardings, pamphlets and other modes of print advertisements. This method helps Cadbury in educating the customers about the latest updates, offers and new launches by the respective organisation which results in increase in the number of sales of the company.

• Door-to-door- This method of marketing undertakes the promoting the products of Cadbury directly to the customers by reaching them at their locations. The respective organisation use this method of marketing in order to approach such customers which are not easy to reach and communicate. This helps in increasing the market share of Cadbury and increase the companies turnover.

Future Marketing Trends

There are certain methods of marketing which can be considered as the future of marketing due to their flexibility and technical advancement. These are as follows:

• Digital Marketing- It involves marketing of the products and services of the company through digital technology which is consist of modes like Internet, mobile, display advertisement, etc. However, Cadbury uses digital marketing tools like e-commerce, Search engine optimization(SEO), social media marketing, e-mails and many more (Baker and Saren, 2016). These methods help in promoting products that are best suitable for the customers according to their demographics and other basis through which Cadbury can target the right customers.
• Influencer- It is one of the new trend of marketing the product which is consist of partnering up with the influencers. As they have a very high influence on the customers which can help making mind of the customers to consume the products and services of the company. Additionally, they help in building a strong reputation of the company. Hence, influencers can help Cadbury in promoting the product range of the company along with building a strong image of the respective organisation. 

2. An overview of the different marketing processes.

The marketing process can be defined as a method of measuring the opportunities, selection of target, developing marketing mix and managing the whole process. Hence, the marketing process of Cadbury is mentioned below:

• Selection of target- This step helps the selecting the targeted customers for Cadbury. Hence, in order to select the right target of group for the company, STP method is practised which includes segmentation, targeting and positioning of the company's products in the respective marketplace.
• Developing marketing mix- This step of marketing process focuses on creating the right combination of marketing mix which will help Cadbury in creating an effective strategy which will help in attaining productive results for the respective organisation.
• Managing the process- The last step of marketing concept is consist of managing the whole process of marketing through analysing and implementing the changes in the marketing efforts that are been made by Cadbury in order to attain more sales and profit growth of the respective company (Clow and James, 2013). 

3. Explanation of the role and responsibilities of a marketing manager.

There are many roles and responsibilities which are taken care of by the marketing department of Cadbury. The marketing division of the respective organisation is consist of product manager, social media manager, marketing manager and many others.

Marketing Manager- The marketing manager of Cadbury is accountable for managing and application of the market strategies which are made for enhancing the promotions and sales of the respective company. However, there are various other roles of the Marketing Manager. These are mentioned below:

• Developing Marketing Strategies- The strategies of marketing are one of the important element of the respective division as they help in promoting the products more efficiently. Hence, it is the role of the marketing manager of Cadbury to analyse the develop effective marketing strategy which will help in achieving more positive results.
• Market Research- The marketing manager of Cadbury conducts a market research which helps in understanding the demands of the customers. With the help of such data, the company is able to provide customer's desired products which helps in expanding the market share of the respective organisation. Additionally, the market research also helps in modification of the existing products to update the products of Cadbury as per the new market trends (Huang and Sarigöllü, 2014).
• Identify new business opportunities- In order to expand the business, it is important for the company to look for new market places. Hence, it is the job responsibility of the Marketing manager of Cadbury to explore new market place and those which are not yet explored by the rivals of the respective organisation.

4. An explanation of how marketing influences and interrelates with other functional departments of the organisation.

There are many functional divisions in Cadbury that undertake different roles and responsibilities in order to maximise the respective company's interest. Some of the functional divisions of Cadbury are Finance, HR, Production, Marketing, etc. However, it won't be wrong to say that the marketing department has an interrelation with other divisions of the respective company. Thus, the interrelation can be understood by the discussion below:

• Marketing and HR- The Human resource(HR) division of Cadbury is responsible for appointing well-skilled and knowledgeable candidates for the desired vacancy. Hence, the HR division of the respective organisation can help the marketing department by hiring the right candidate which can help the marketing division in increasing the productivity of the department (Joshi, 2012). 
• Marketing and Production- The production division of Cadbury is responsible for producing the products which are served by the respective organisation to the end users. Hence, the marketing division of Cadbury helps in promoting the product line of the respective company which helps in maximising the sales level. Additionally, the marketing division also helps in providing the market data to the production about the customers preferences and latest trends which helps the production division of Cadbury in modifying their products to increase the satisfaction of the organisation.
• Marketing and Finance- The finance division of Cadbury is responsible for providing funds to the different divisions of the company. Hence, the finance division can provide adequate funds to the marketing department which will help in conducting the operations more efficiently. This will result in attracting more customers for the company and increase the revenue of Cadbury (Lovelock, 2011).

5. The value and importance of the marketing role in the context of the organisation.

Marketing is the department that helps Cadbury in many aspects. It helps in identifying the customer's demands and results fulfilling them. Other than this, the values and importance of marketing is given below:

• Helps in Promotions: Marketing helps Cadbury in promoting its products and services. The promotions are made through various means such as internet, print media, advertisement and many other methods. Hence, the marketing is improtant to promote the products and services of Cadbury in order to educate the customers about the products and various offers (opolšek and ÄŒurin, 2012).
• Provides Customer's Services: Marketing helps in maintaining the relation with the customers which helps in providing quality services to the end users. Additionally, this helps Cadbury in retaining the customers for long run by providing customer services. 
• Product Development: Marketing helps the company to modify its products and services as per the requirements and demand of the consumers. This also helps Cadbury to stay updated with the market trends and fulfil the trending demands of the customers which helps in attaining more sales of the respective organisation. 

6. Conclusions that emphasise the significance of having effective interrelationships between different functional departments.

In order to achieve the goals on Cadbury which is to expand the business and increase it turnover, it is important to have an effective interrelation between all the functional departments of the respective company. As it will help in increasing the productivity and a healthy communication among the different departments. Hence, it is important to have an effective relationship among the departments to achieve harmony and smooth running of operations.

7. Marketing mix.

It can be described as a tool that helps in analysing the macro-environmental factors which affect the decision making of Cadbury. The main purpose of the company is to assist the company in making decisions for the respective organisation. Hence, the marketing mix of Cadbury in comparison to Nestle is mentioned below:

8. Produce and evaluate a basic marketing plan for Cadbury.

The marketing plan of Cadbury is a comprehensive document which studies the marketing efforts and advertising which are made in order to achieve the high revenue of the respective company. It is consist of various marketing tactics and tools which helps in supporting Cadbury's long term goals.

Overview of the company- Cadbury is a multinational British company which was founded by John Cadbury in 1824. The respective organisation is providing its services across 50 countries across the world. The company is producing variety of confectionery products such as bars, cookies, multi boxes, etc.

Vision- The vision of Cadbury is to have a peaceful, equitable society. Also, Cadbury believes in providing the best confectionery items to the society all around the world.

Mission- The mission of Cadbury is to encourage social justice with the help of research, policy and influencing the opinion of the consumers. Also, Cadbury have a mission to be the best confectionery provider among the other competitors in the market.

Objectives- Cadbury is aiming to increase its sale by 15 percent in next 6 months by expanding its business to the new market.

SWOT Analysis- It is one of the most common tool that is being practised in order to analyse the strength, weakness, opportunities and threats of the Cadbury.

Strength:

• Cadbury is a well known brand in the confectionery industry. This is why it has a good market reputation which helps the company in retaining the customers.
• The products are pocket friendly which means that the products are available for price range which allows people to easily afford the products.
• The marketing and distribution channels of Cadbury is very strong which helps in maintaining a market position for the organisation (William and Zikmund, 2012).

Weaknesses:

• One of the weaknesses of the respective company is that it lacks in penetrating the rural market due to which the market share of Cadbury gets limited.
• The product line is consist of high calories which leads to various health issues such as high cholesterol, diabetes, overweight and many other problems. Due to this reasons, many people avoid consuming the products of Cadbury.

Opportunities:

• Due to awareness of the customers towards healthy lifestyle, Cadbury have an opportunity to launch health friendly products which will help in increasing g the market share of Cadbury.
• By expanding its businesses to other countries where the company has not expand its business yet, the company can earn more profit and increase its popularity.
• Cadbury can modify its products according to various occasions which will help in increasing its sales during festival time.

Threat:

• The company has various bog competitors which share the market with them. These companies are Nestle, Amul, etc. Hence, the company is on high risk or customers getting diverted to other brands.
• The new entrants in the confectionery creates a threat to the company for they might provide similar products at low cost which can cost to loosing the number of customers.
• The general awareness of the customers towards health and nutritions is leading the company to heavy lose.

STP Analysis

Segmentation- It is one of the element of STP analysis which concentrates on dividing the customer in different groups according to their age, profession, culture, needs and other factors.

Targetting- This methodology in consist of targeting the customer according the product of the company. For example, Cadbury concentrates on youth and people below the age of 30.

Positioning- It is consist of placing the product in the right market. For example, the chocolate bar of Cadbury is positioned in the market where the number of youngsters are more in order to earn more profit for the respective company.

Competitor Analysis- This analysis undertakes a close analysis of competitors and their activities which help in decision making of the company such as price, design, and other decisions of Cadbury. Some of the competitors of the company are Nestle, Amul, Hershey's, Ferrero, Mars, etc. (Rossi, Allenby and McCulloch, 2012).

Monitoring and controlling- This is a process which undertakes measuring the procedures of the marketing and implement the required changes in order ignore marketing errors and achieve the desired results. Hence, Cadbury should monitor all the marketing efforts and take the actions in order to make an efficient marketing plan.

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CONCLUSION

From the above report, it can be concluded that marketing is a very important element of an organisation which helps in promoting the business of a company. Also, there are various marketing process that helps in choosing the right target for the company. There are various marketing trends that are been adapted by the company to enhance the number of sales and active promotions such as digital media, print media and many more. It can also be analysed that the role of marketing manager is vital in a company which undertake many roles and responsibilities like market research, development of marketing strategy, etc. This report also concludes that there is an interrelation between marketing and various divisions of an organisation.