Marketing

Marketing

Introduction

The term marketing refers to a process of creating attraction for a particular product or service among the targeted customers. This is one of the distinguishing functions of a business to promote its products. An activity to improve the sale of a particular product (Silk. J,A. 2006. pp, 153-158).

Today when we say the world has become a global village, it refers to a change in the entire existence of mankind. In this era of competition, the ancient business rules have also changed. The competition between manufacturers of the same products has increased many folds. The manufacturers have learn the art of marketing their products or services to draw positive results in terms of commercial growth and brand image. Several marketing tools are used in this regard depending on the nature of the product and its availability for a customer (Bellis, M. (n.d). p.n.d). It also involves a process called four 'P's' of marketing which are product, place, price and promotion.

With the passage of time, the concept of 4 P's of marketing has shifted to the 7 P's of marketing which makes it with the addition of 'Process', 'Physical Evidence,' and 'People'.

According to the Investopedia, Marketing is what a company does to get hold of customers and obtain a connection with them. The fundamental objective of marketing is to match the organization's product to meet the requirements of the potential customers ensuring a profitable business (The Times 100. n.d, pp 3).

According to the Definition

• Marketing is the process which entails the activities of a business connected with trading its manufactured goods or service. This process includes advertising, promotion and deliverance of the particular products to customers. The marketing departments of businesses aim to attract the targeted customer's attention by means of catchphrases, products' wrappers or packaging, or by using endorsements that feature celebrities, and in today's world the varied media resources along with the four P's of marketing (Investopedia. (n.d). p.n.d).

• The Encyclopedia Britannica defines it as: Marketing, the sum of activities involved in directing the flow of goods and services from producers to consumers (Encyclopaedia Britannica. n.d. p.n.d).

In this paper, we aim to discuss the marketing concepts and strategies of Cadbury.

Discussion

In the present competitive commerce, brands have understood the role of growth and components that are essential to sustain them. Through specified strategies, it is now easy to evaluate the products success and the loyalty of its for maintain a long term relationship between the manufacturer and the consumer. The Marketing strategies used today undergo several modifications so as to ensure the products market capturing qualities. Cadbury is one of the top confectioner brands of the world which practices extensive marketing oriented strategies. In the past 20 years, Cadbury has emerged as a brand that incorporates a variety of products. All these products have their own identity and a market positioning due to the quality and promotion tools. These marketing initiatives have over the time proved to be leveraging for the brand ...