Marketing Essentials: Comparing Marketing Mix and Creating a Marketing Plan for Nestle

Marketing Essentials
Table of Contents

INTRODUCTION...........................................................................................................................3
TASK 2............................................................................................................................................3
P3: Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives...................................................3
P4: Produce and evaluate a basic marketing plan for an organisation...................................5
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing means activities undertaken by the company in order to promote effectively the
buying and selling of the products or services. The activities includes promotion, selling,
distribution of good to consumers or to other businesses. Marketing process uses the tool
popularly known as “marketing mix” to attain sustainability in the changing environment. Such
activities identifies the targeted customer and attract them towards the product or services
available (Alqahtani and Uslay, 2020).
The report is based on the company Nestle, is a Swiss multinational company deals in food
and beverages. The company adopts effective marketing activities to promote their products or
services. The leading FMCG Company uses efficient strategies to overcome the changing needs
of the competitive industry. Further Nestle refreshes its strategies to achieve its desired goals.
Thus, the report examines the roles and responsibilities of the marketing function accompanied
by effective marketing tool and plan.
TASK 2
P3: Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives
Marketing mix is the marketing tools help the organisation to achieve its organisational
goals effectively and efficiently. Further to gain competitive advantage Nestle need to compare
its strategies with its competitors in the marketplace (Hansen and et. al., 2020). The comparison
of Nestle and Cadbury are discussed below:-
Marketing Mix Nestle Cadbury
Product Nestle’s premium chocolates
covers large market. These are
Kit-kat. Milky-bar, etc. The
company aims to provide
products which are different
and attractive (Chernev, 2020)
The company deals with the
confectionary products which
are the largest selling products
in the market. These are gems,
dairy milk, 5 star, etc. The aim
of company’s product is to
provide better customer
experience.

Price Price structure is according to
the geographical demand,
market segments and other
factors. Thus, the company has
varied pricing strategy. Most
of its products are based on
competitive pricing. While
some products like coffee are
offered at high price as
compared to its competitors.
The company opts different
pricing strategies such as
skimming pricing for its
product like ores biscuits etc.
in order to keep price high. To
reach large audience the
company focuses on
economical pricing. Also the
company offers bundle pricing
during occasions at a discount
rate (Choudhury, 2020)
Place Nestle, a leading FMCG
company developed its strong
distribution structure in urban
and rural areas. Further its
sales offices focuses more on
rural areas.
Cadbury product are available
worldwide. The products are
available at both rural and
urban areas because of its
robust distribution network. Its
network mostly covers
distributors and retailers
Promotion The company uses the
channels like ATL, BTL and
digital platform to promote its
brand. Nestle has strong
presence with its campaign
#ItallStarts
The secret behind its success
is, the company uses emotional
advertising campaign to attract
consumers. Further
communicates its values and
brands in different states and
regions. It famous tagline is
“Kuch Meetha Ho Jaye”
People The company is performing
social responsibility by
developing new opportunities
of employment. They have
The company recruits many to
join their company. Further
they consist skilled work force
who contribute their best to