IB37--UNIT2 MARKETING ESSENTIALS

MARKETING ESSENTIALS
ACTIVITY 2

Table of content
• Introduction
• Comparison of marketing mix of two firms
• Strategies used by Cadbury for achieving the goals
• Basic marketing plan
• References

Introduction
Marketing mix is a process or path which is used by the business firms in order to
promote their products or services in the marketplace properly. Marketing mix consist of 7
elements which are product, price, place, promotion, people, process and physical evidence
(Papasolomou and Melanthiou, 2012). Through this model, the company can analyse its
existing products and services along with the strategies so that suitable changes can be done
for achieving a higher edge over the competitors. Taken firm in this presentation is Cadbury
which is a food and confectionery products provider of UK. This presentation will cover
comparison of marketing mix of two companies along with basic marketing plan which
includes, STP, budget and marketing mix.

Comparison of marketing mix
Cadbury is comparing its own marketing mix with their main competitors so that
weakness or strengths can be identified for making the improvements in business functions.
Nestle is a food and beverages organisation which is also operating in the same sector as
Cadbury and giving tough competition to the Cadbury in the global competitive market
(Marketing Mix, 2017). The comparison of marketing mix of both organisation is discussed in
further slides.

Continue....
Elements Cadbury Nestle
Product The product range of Cadbury is very which is
segmented based on the seasons, festivals,
demographics, geographic due to which company
is attracting people from every segment. Cadbury
is also providing products based on occasions
such as Halloween and Christmas. The products
provided by Cadbury does not only associated
with chocolates but there are other products like
beverages and desserts, which are provided to the
customers (Pike, 2015). The products range of
Cadbury includes Bournville, Crunchie, Cadbury
Dairy Milk, Dairy Milk Fruit & Nut, Caramel,
Cadbury Five Star, Perk, BournVita, Bytes,
Pretzel, Crème Egg, Oreo, Blackcurrant Mini
Rolls, Caramel Cake Bars, Fruit Sundae, Brunch
Hazelnut, etc.
Nestle is biggest food company in the world
which is having more than 8,000 brands which
are providing a huge range of products to the
customers of the Nestle worldwide. The products
of the Nestle are segmented in various categories
such as Dairy products (Nestle milk, Nestle slim
and Nestle every day etc.), Chocolates (Kitkat,
Munch, Éclairs, Polo and Milky Bar etc.),
Beverages, Ready to Cook foods etc. The
company also owns the Maggi which is providing
products such as such as Maggi masala, Maggi
Pasta, Maggi sauce and many more. These
products are assisting the firm in becoming the
largest food company of the world.

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Elements Cadbury Nestle
Price The products of Cadbury are priced according to
their quality and size. The price range of several
products is high such as Bournville and there are
also several low priced products such as Eclairs,
Perk, Five Star. The company is setting the prices
based on the competition, demand and packages
etc. The company is positioning the products
strategically so that the needs of targetted
customers can be met. y also have other options
for the people which is according to the size of
the products. Cadbury has strategically placed the
price of the products so that all the targeted
segments can be met. Some products of Cadbury
are priced as per the consumption and usefulness
such as Bournvita.
Nestle is deciding the prices of their products
based on the quality of raw materials used and
the manufactured product. The prices of the
competitors products such as Yippee noodles or
wai -wai are less as compared to the Nestle's
Maggi. This price variation is because of the
quality of the Maggi due to which a large number
of customer are consuming Maggie throughout
the world. The prices of the products of the
Nestle also depends upon the size or quantity of
the products (Puddle, 2015). The company is also
providing discounts in stores like big bazaar. For
selling the chocolates, company is using the
competitive pricing strategy and psychological
pricing strategy in order to create a positive
psychological impact on the buyers and tempts
then to purchase the products.