Marketing Essentials

This essay examines the 7Ps of the marketing mix and applies them to Cadbury's operations. It also includes a detailed marketing plan for Cadbury, incorporating SWOT analysis and STP model, to demonstrate how the company can achieve its marketing objectives.

MARKETING
ESSENTIALS
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Contents
INTRODUCTION...........................................................................................................................3
PART A...........................................................................................................................................3
7Ps of Marketing Mix..................................................................................................................3
PART B...........................................................................................................................................6
Marketing Plan of Cadbury.........................................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11
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INTRODUCTION
Marketing is a formative procedure in which identification of profitable customer segment.
Product design an services are included. Present report has been conducted on, Cadbury which is
a Confectionary company situated in England, founded in the year 1824. Report includes 7P’s of
marketing mix and a marketing plan in order to broaden the understanding of related project.
PART A
7Ps of Marketing Mix
Marketing mix is mainly a group of strategies that are used by organisations as to promote
their products and services in a Marketplace. With the help of marketing mix Cadbury can able
to effectively develop different types of Strategies and plans in order to establish marketing
intelligence. This is mainly act as a tactics that is used by a company in order to promote their
work. It will help Cadbury to formulate successful business plan as to check market intelligence.
In addition with this it also aid organisation to identify best effective marketing strategy with the
help of which they can create higher productivity within dynamic business environment. It also
acts as a key essential activity in which distribution and maintenance of smooth flow of goods
and services are done. Cadbury have effective portfolio of their marketing plans which will help
them to differentiate their companies against their Rivals with the Marketplace. This mechanism
benefits Cadbury to effectively identify company strength along with weaknesses and formulate
formative measures as to overcome the weaknesses. In this regard mentioned below there is a
7p’s of marketing mix that is transmitted by Cadbury and Nestle:-
7P'S Cadbury Nestle
Products Cadbury offer different types of edible
products that include beverages, ice
creams, desserts, chocolate bars,
biscuits and more. They offer their food
products in different types of
geographical location. With the help of
best quality Cadbury can able to attain
Nestle offer products mainly in a same
manner that includes ice creams, dairy
products, baby food, bottled water, pet
foods, breakfast cereals and more
(Chokshi and et. al., 2016). Company
mainly focus on keeps on improving and
modifying existing product range. This
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more competitive benefits within a
Marketplace.
will help company to develop a strong
brand image by offering new food variants
in a Marketplace.
Price Cadbury regularly adopt numerous
types of techniques in relation to
pricing such as, price discrimination
along with Value pricing as to sell their
products and services. With the help
company can able to attract large
amount of customer attraction towards
their affordable range of products. This
will also help them to gain new
customer base.
Nestle offer price range in an affordable
manner to consumers as to increase entity
brand image. Company is taking
advantage of lower pricing strategy as to
compete with Cadbury.
Place This factor term as in distribution
channel strategies with the help of
which company offer and deliver their
different types of products and services.
To their customers Cadbury adopt
different types of distribution strategies
that differ from each and every area.
Company implemented intense channel
of distribution in which they let their
outlets open from 24/7 in some specific
areas.
Nestle taking advantage of product
distribution techniques same as Cadbury
but they are not let outlets open for 24/7.
Along with this most of their outlets are
situated in residential and Prime
geographical location.
Promotio
n
With the help of different types of
attractive and encouraging
advertisement techniques company
Nestle is taking advantage of different
types of advertising techniques such as
television and bus Shelters. Company
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easily able to gain more attraction from
different place of customers. Cadbury
take advantage of internet, social media
televisions and newspapers in order to
promote their products and services.
Companies takes advantage of
numerous sales methods such as, if an
individual make purchases of any two
products of Cadbury then company
provide third of the same product as
free.
main target is to gain attractions of
teenagers and kids.
People Company have estimated amount of
71, 667 individuals serving as an
employee in United Kingdom. In
addition with 70% of category outlets
and manufacturing units are managed
by females along with local business
man (Boelsen-Robinson, Backholer,
and Peeters, 2015). Major objective of
Cadbury marketing mix drives towards
solving customer issues and problem in
a best efficient manner as to make
further increase in company
productivity along with high
performance.
Nestle provide different types of rewards
to their employees such as promotion and
rewards with aim to increase and
encourage motivation within them. This
help company to generate effectiveness in
them along with satisfying their job
performance.
Physical
Evidence
Physical evidence structure mainly
consists of physical elements along
with customer experiences it will Age
Physical element not only put their impact
on outsiders but largely effects the way in
which organisation performs their
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Cadbury to formulate positive impact
on different base of customers it will
shift towards managing company
physical environment that consists
conditions of entity interior
environment in a really well manners
functions. This act as a very beneficial for
Nestle to compete in a best effective
manner with competitors.
Process This factor consist different set of
functions that are performed by entity
in order to fulfil specific objectives of
Organisation. In relation to this
manufacturing process of Cadbury is in
a transparent manner that acts as a key
essential element towards loyalty of
customers. It automatically helps
company to gain more productive
advantages.
Nestle also have transparency in food
making process. Along with this company
regularly keep on making modifications in
their existing and introducing new
distribution and packing methods in order
to attract attention of customers (Anwar,
2019).
PART B
Marketing Plan of Cadbury
Marketing plan refers to a document that comprises of marketing strategies for a
company along with the future scope that provides assistance to the organisation in attaining long
term objectives. In this regard, the management team of Cadbury has set out a marketing plan for
the organisation, as follows:-
Overview of Organisation
Cadbury is a multinational company dealing within confectionary industry, owned by
Mondelez International since the year 2010. Across the global confectionary market place, this
company is the second biggest brand after the company Mars (Sirajuddin and Kumar, 2018).
Cadbury has its operations spread across 50 nations and is a well renowned brand
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Marketing objectives
The manager of Cadbury has set the marketing objective of company as follows:-
“To enhance the revenue of company by 15% by 2020 by making use of its marketing strategy”
Swot analysis
This assists in analysis the internal state of Cadbury, as described below:-
Strengths Weaknesses
 Large product portfolio consisting of
chocolates, bars, ice cream, biscuits,
cookies, brownies, multi packs etc.
 Strong global presence within more
than 50 countries across the globe.
 Cadbury has a strong loyal customer
base owing to its high quality and
economic offerings available in
different sizes suitable to the needs and
demands of all income groups.
 Cadbury is the second largest brand
within confectionary industry.
 Nowadays people have become health
conscious and thus they do not prefer
sweet products. At present, company
does not offer sugar free chocolates.
Opportunities Threats
 Cadbury can tap entry into untouched
markets with a view to enhance the
overall market share (Young, 2018).
 Company has the capability to launch
new products at regular intervals of
time.
 Cadbury can launch its new sugar free
range of chocolates so as to attract
health conscious segment of
 Excessive competition owing to
presence of a large number of brands
such as Mars, Nestle etc.
 Shift in preferences of society towards
healthy and sugar free products may act
as threat for organisation. oods.
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population.
STP Model
Segmentation: An entity does not possess the capability as well as potential to take into
account the needs and preferences of overall market place. Thus, it carries out market
segmentation with a view to indentify its target audience. In this regard, market can be
segmented by an organisation on the basis of certain criteria. Such criteria can be
psychographics, demographics, behavioural and geographic. Cadbury, being a company which
deals in chocolates and associated products, segments the market on the basis of mix of
demographics and psychographics. This reflects that Cadbury carries out market segmentation in
accordance with age group and income level (demographics) and consumer attitudes
(psychographic). Chocolate is a product that is liked by all age groups and thus, the company
targets all the age group, specifically, the younger generation and the families. Further, entity has
made use of economic pricing and bundle packaging to ensure that people belonging to all
income levels can easily procure products of Cadbury (Telang and Deshpande, 2016). Further,
the likelihood of families for chocolates is met by the introduction of family and festival packs
by this organisation.
Targeting: This is defined as a process wherein an organisation targets customers with a
view to sell its products. In this regard, Cadbury is targeting people belonging to all age and
income groups to enhance its sales in market as the pricing and packaging strategies of
organisation meets the needs and wants of individuals belonging to these customer segments.
Positioning: Here, a company determines its position in market place by way of
evaluation of its rival firms within the hyper competitive corporate scenario. In this regard,
Cadbury is placing the products within people pertaining to all age and income groups and finds
out that individuals belonging to these sections possess likelihood for commodities sold by
entity.
Marketing Channel
Cadbury makes use of social media and broadcasting channels such as Television and
radio to increase awareness about the products sold by company in market place. This helps the
organisation to reach out to a large base of audience and to develop a communication with them
so as to facilitate loyalty of people towards the brand (Zook and Smith, 2016).
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CONCLUSION
From the above discussion, it has been concluded that marketing is a key activity for
every organisation. Further, it is analysed that the 7Ps of marketing mix helps an organisation in
setting out an appropriate marketing strategy for the company. Lastly, it is examined that
marketing plan provides assistance to entity in achieving its marketing objectives.
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REFERENCES
Books and Journals
Sirajuddin, M.M. and Kumar, M.P.S., 2018. INNOVATIVE MARKETING STRATEGIES IN
RETAILING GIANTS: BIG BAZAR &D-MART. International Journal of Pure and
Applied Mathematics, 118(15), pp.151-156.
Young, P.N., 2018. A Practice-based Model of Effective Marketing Based on an Auto-
ethnographical Observation of Brand Management Training at Procter & Gamble
(p&g). The Marketing Review, 18(3), pp.243-269.
Telang, A. and Deshpande, A., 2016. Keep calm and carry on: A crisis communication study of
Cadbury and McDonalds. Management & Marketing, 11(1), pp.371-379.
Anwar, S.T., 2019. Kraft's acquisition of Cadbury: Was it an amicable transatlantic merger or a
hostile takeover?. Thunderbird International Business Review, 61(2), pp.439-451.
Zook, Z. and Smith, P.R., 2016. Marketing communications: offline and online integration,
engagement and analytics. Kogan Page Publishers.
Boelsen-Robinson, T., Backholer, K. and Peeters, A., 2015. Digital marketing of unhealthy foods
to Australian children and adolescents. Health promotion international, 31(3), pp.523-
533.
Chokshi, P. and et. al., 2016. Perception of Consumers towards Cadbury and Nestle. Asian
Journal of Research in Marketing, 5(6), pp.8-27.
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