Marketing Essentials Case Study Assignment on Cadbury


Marketing, in general terms, refers to the management process which denotes movement of the organisation's products and services from a mere concept to an actual offering. This process is undertaken by every company who aims at selling their products to maximum number of customers. The assignment is based on Cadbury, a multinational confectionery company headquartered in Uxbridge, London. The firm deals with production and manufacturing of a wide variety of chocolate products which are distributed all around the world. This assignment focuses on the concept of marketing, its different processes, responsibilities of marketing manager, interrelation of marketing with other functional units of the organisation, a detailed comparison of organisations in context of uses of the marketing mix, and a marketing plan for a n

P1. Marketing and its trends

The ongoing communication with the company and its customers to educate and inform the buyers about the company's products and services, thus, facilitating a customer relationship over time. Companies who don't adopt the concept of marketing often fail to establish such relationships and their products are often misjudged in the market.

Marketing trends have always been subjected to change. The trends have evolved overtime and there is a vast difference of the marketing patterns adopted by companies. Earlier the companies used the marketing strategies which were completely based on the design, structure and quality of the product. Concept of product-based marketing was on a rise. But currently, companies market their products based on the customers they want to sell their products too. The design and quality of the product is purely based on the customers' preferences. Cadbury too has focused more on customer based marketing. With a rise in Artificial Intelligence (AI), Augmented Reality(AR) and Virtual Reality(VR), these concepts are evolving rapidly and becoming more customer oriented.

P2. Overview of marketing processes

Companies use different marketing processes to attract the customers in the best possible way. The marketing processes used by Cadbury are mentioned below:

  • The firm spend its resources to thoroughly research the market and analyse the opportunities.
  • Cadbury also analyse their competitors in the market along with their strategies to stay ahead in the competition.
  • The strategies and plans are formulated and new tactics are implemented after a certain time to satisfy the changing needs of the customers.
  • Every action of the company is critically evaluated and corrective actions are taken wherever necessary to reduce the shortcomings and strengthening the process of the firm.

P3. Roles and responsibilities of marketing managers

Cadbury is acknowledged and recognised all around the world. The company has developed some of the world's most effective marketing campaigns that are the source of inspiration for many other firms and even competitors. Marketing managers are responsible for carrying out the marketing activities of the firm effectively. Their competency and skills are the major contributors towards the firm's success. The roles and responsibilities of marketing managers of Cadbury are described below:

  • Brand Development:

The major responsibility of the firm's marketing manager is to develop the brand. It is their duty to implement effective marketing strategies which could help the company reach out more customers overtime. The brand of the company is developed along with senior management and it is the responsibility of marketing managers to spread the brand via media relations through commercials, press releases, etc.

  • Customer Relationship:

Since the firm adopts customer-oriented marketing, it is required from the marketing managers to develop long lasting customer relationships through personalised marketing. Marketing managers of Cadbury are responsible for designing and implementing marketing campaigns that could connect the customers personally with the firm. This would enhance the customer base of the company and would encourage the firm to develop more effective marketing strategies.

  • Internal Management:

Marketing managers undertake the management of employees of marketing department. They are responsible towards the salaries of these employees, their increments and promotions and their satisfaction level while working in the organisation.

  • Competitive Intelligence:

Through detailed analysis, Cadbury's marketing managers determine the strategies used by the competitive firms. These analysis helps the managers to design and implement stronger and more competitive strategies that engage the customers and encourages them to choose Cadbury over other competitive firms.

P4. Interrelationship of marketing with other functional units of the organisation

It is required from every major organisation to integrate its functional units to effectively achieve its business objectives. Non-integration of these units would add to cost and would result in inefficiency of these departments.

In Cadbury, these departments works closely and marketing department interrelates with other functional departments in ways which are described below:

  • Marketing and Sales:

The relationship between marketing and sales has witnessed a change in recent years. It is very important for the marketing and sales department of Cadbury to work together. Marketing of the products of this company are responsible for its effective sales figure. The more effective the marketing would be, the more products would sell in the market. Moreover, if the sales team is effective, it can close important deals at a cheaper rate, which would ensure more funds for marketing.

  • Marketing and HR:

HR department of Cadbury is responsible for hiring and training the employees of the organisation and measure their performances through critical evaluations. HR plays a vital role in the marketing as it helps to find competent and more skill managers and employees for the marketing department of the firm. This in turn results in innovative marketing strategies that helps the firm gain a competitive advantage in the market. 

  • Marketing and Finance:

Finance department of Cadbury undertakes all the financial operations of the organisation. It handles the cash flow statements, balance sheets, cost statements, etc. for the firm. Its efficiency allows the firm to generate more fund for the marketing department to develop and implement effective strategies to stand ahead of the competition. Moreover, finance departments keep monitoring the marketing functions and aims to avoid unnecessary costs that incur during the marketing. It helps the marketing department to create efficient marketing plans for the firm's products.

  • Marketing and R&D:

Research and Development department holds responsibility of effective research of the market, the current trends and preferences of the customers, the strategy of the competitive firms and the required changes the firm needs to implement. It helps the marketing firm in developing competent marketing plans that can satisfy the customers as well as sideline the competition. The R&D department of Cadbury acquires feedbacks from the customers about the firm's products and their expectations from this firm. This helps marketing department connect effectively with the people and expand its customer base.

P5. Importance of marketing role in the organisation

Marketing in an organisation cannot be ignored. It helps to establish customer relationships and ensures further expansion of the firm. Effective marketing in Cadbury has also helped the firm to enter new markets even without any publicity. Such strong brand value is created by marketing in the firm. It helps the company to set a very positive perception about itself in the eyes of its target market and even in markets beyond that. It thus helps the company to increase its sales revenue and expand its customer base.

P6. Conclusion of the interrelationship

In Cadbury, it is essential for the departments to function together to stay productive and efficient. Inter-departmental communication helps the firm to coordinate internally and set up a strong relationship with the employees. The importance of interrelationship in an organisation can be identified when the customers show their faith towards the firm and its products. It is the result of interrelationship between the departments of the company that it produces products that are widely acknowledged and accepted. It also helps to increase the efficiency of the firm as coordination between the departments state clear goals for each of these functional units. This coordination helps to run the operations smoothly, hence, achieving the objectives effectively.

P7. Evaluation of a marketing plan

  • Marketing Plan: The following marketing plan is about Cadbury Cupcake which is coffee flavoured cupcake with chocolate and vanilla chips sprinkled on its top.
  • Company Overview: Cadbury is a global leading confectionery firm which was founded in Birmingham, England in 1824.  It deals with production and distribution of chocolate food items. The firm operates all over the world and is widely popular amongst children.
  • Mission and Vision:

Vision: The vision of Cadbury is to create brands that are preferred and loved by the people by working together with firm's employees as well as with the customers.

Mission: To achieve the vision of the company, the mission of the firm is to provide top quality products to its customers worldwide. The aim of the firm is to improve its quality continuously so that the promise it made to its customers could be well delivered.

  • Strategic Objectives: With Cadbury Cupcake, the firm aims at increasing its profitability upto 10% in one year. To achieve this, the firm would adopt extensive and aggressive marketing worldwide before launch of the product.
  • Products and Services:  Cadbury produce and distributes chocolate products like chocolate bars, chocolate boxes, beverages, biscuits, etc. The most famous Cadbury product has been Dairy Milk Chocolate which outstandingly popular and sold items of the firm.
  • Market Research: Market research refers to a complete inside out research of the market in which the firm wants to sell its products. To effectively conduct the research of the market, the firm would opt the option of online questionnaires and quizzes on social media portals like Facebook and Instagram. Such feedbacks would require the firm to completely analyse the demands and the preferences of the firm. This would help to boost the sales of the product as it would be according to customer's taste and their liking.
  • Target Market: The target market for Cadbury Cupcake would be identified with three basic steps:
    • Segmentation: Segmentation refers to dividing the market into groups which would set a base for targeting a specific market for selling the products. The segmentation of Cadbury Cupcake would be on the geographical and demographical basis.
    • Targeting: Targeting is known to be the most important step in the target market. For Cadbury Cupcake, location of the target market would be UK, and general public above the age of 5 to 40 are targeted by the firm for this new product.
    • Positioning:It refers to positioning of the product effectively where it can be accessible to a wide range of customers. Cadbury Cupcake would be available at the company outlets all over UK and through online portals, it would be easily accessible to customers who can't reach these outlets.
  • Marketing Mix: This is the mixture of elements of marketing that are product, price, place, promotion, people, process and physical evidence. Cadbury must use a perfect and efficient blend of these elements to boost the sales of Cadbury Cupcake.
  • Marketing Budget: This refers to estimation of cost to carry out the marketing activities.


Marketing budget



1st year

2nd year

3rd year

4th year

5th year

Initial money


















Marketing outlay












Sales publicity






Direct selling












From the above budget statement it can be interpret that for performing marketing activities in order to promote or launch its new product i.e. 'Cadbury cold coffee', company requires the investment of about 12000£, 6500£ for promotional activities.


Thus, we conclude with the above marketing assignment that is a crucial tool for every organisation who aims to establish themselves as a market leader. It is also essential for the marketing managers to fulfil their roles and responsibilities in a way that marketing objectives of an organisation can be easily achieved. The interrelationship between marketing and other functional departments would help the company in smooth running and effective management of overall business operations. The firms must use marketing mix effectively to achieve their business objectives in an appropriate manner. Lastly, for any new product, it is important that the firm develops efficient marketing plan that focuses on establishing the product as a potential game changer for the company.


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