Comparison of Marketing Mix: Cadbury vs Hershey's

This presentation compares the marketing mix of Cadbury and Hershey's, including product, price, place, process, and physical evidence. It discusses the differences in their strategies and how they compete in the marketplace. The presentation also includes an evaluation of the marketing mix, a strategic marketing plan, and references for further reading.

Marketing Essential (Activity 2)

Cover Content
 Introduction
• Comparison of marketing mix
• Evaluation of Marketing mix
• Strategic marketing plan
• Conclusion
• References

Introduction
Marketing is a process which emphasizes on the needs and wants
of customers and designing and produce a product accordingly.
Present presentation will discuss about a marketing plan along
with Marketing mix which is a set of activities and that is used
by firms for promoting their products and brand in the
marketplace. In other words, it is a strategy of firm in which they
provide right products at right time, at right place and to the right
person.

Comparison of Marketing Mix
This strategy or technique is used by each firm for getting
success in the marketplace. Marketing mix comprises of 7Ps
which comprises Products, price, place, promotion, people,
physical evidence and process and always assists the firm to
compete their competitors. Marketing mix of Cadbury is
very much differ from their main rival Hershey's company
which also engages in same sector. This difference can be
explained better in a tabular format, that is defined in next
slides.

Comparison of Marketing mix between Cadbury
and Hershey's
Factors Cadbury The Hershey's
Company
Product Cadbury is known as the
second largest confectionery
firm across the world. It also
offers a huge variety of
products like dairy milk, Oreo,
Dinky deckers, fudge minis
etc.
Company is also considered
as the popular brand across
the world which is also
engages in same sector. It
offers chocolates, sauces,
soups etc. there are various
kinds of products offered by
the firm in different shapes.
Company has produced
different and unique products
due to making modifications
in existing products.

Continue..
Price Price is the main factor which
plays a very important part in
capturing the marketplace.
Company offers a wide
variety of products along with
different prices and prices of
firm are very lower than
comparison of others so they
have opportunity to attract a
large number of customers so
that strong brand image will
be build in the mindset of
customers.
Hershey is known as the
premium brand in food and
beverages sector. Prices of
all products are generally
high in comparison of
Cadbury. For e.g. company
charges on their chocolate
products of around 3 euros.

Source evaluation
Place Cadbury perform its business
functions in more than 50
nations across the world and
they always try to sell their
products in supermarkets and
local shops so that a good
customer base can be created
in the marketplace. Whereas,
cadbury has also started
selling their products on
online platform so that large
market area can be covered in
small time period.
Hershey's is operating its
functions in across 60
nations they have covered
more market area than the
cadbury. Furthermore,
company also provides
products on online channel
so that more area can be
captured by them. They have
opened their outlets in main
cities of these nations so that
customers can feel their
specialised offerings.

Continue..
Process Cadbury uses lean
management and six sigma
techniques while
manufacturing their products.
Main objective behind this is
to produce the product in a
wide quantity so that customer
can easily find their products
in marketplace.
Hershey also uses Kaizen for
improving the process while
producing the products due to which
their products are considered as the
top quality in comparison of their
rivals. Their supply chain
management is also effective
because of which they have created
their strong market presence across
the 60 nations.
Physical evidence Cadbury uses mostly blue
colour in their products so that
customers can easily identify
the product and purchase
accordingly.
Whereas, Hershey's uses brown
colour in packaging of their products
so that customers can easily attract
towards quality products of firm.

Evaluation of Marketing mix
Marketing is an important tool which assists the firm in
formation of strategies and policies so that business
objectives can be achieved in a given time-frame. For
analysis, management of Cadbury have considered 7p's of
marketing mix for setting their objectives. As per the
difference of marketing mix of Cadbury and Hershey's it can
be said that prices of Cadbury are very low than the Hershey's
and managers of Cadbury have also started online platforms
for promoting their products. All these factors together helps
the management of Cadbury in achievement of their preset
objectives.

Strategic Marketing Plan
Executive Summary: Cadbury has made a marketing plan for
organic chocolates to provide customers with accurate information
as well as to aware customers about its unique features. The Swot
and PEST analysis is done to study the strength and weaknesses of
the firm as well as threat and opportunities are also mentioned so,
that loop hole can be improved and financial loss can be reduced.
Here, company is planning to launch a organic chocolate in the
market for its customers.

Mission,vision and background information of
firm
Mission of Cadbury: The mission states that “Quality means
Cadbury, this is our promise. Firms brand image and status lie on
it's quality product and customers satisfaction as well as the
promises made to come up with innovate product on continuous
basis in the market”.
Vision of Cadbury: “Joining hands together to build brands
people love”

SWOT OF CADBURY
Cadbury company uses SWOT (Strength, weaknesses,
Opportunities and Threat) analysis to study competitors position
in the market and make strategic plans accordingly to capture
market share.
Strength: Cadbury is the world's leading industry in chocolates
and also has presence in 160 or more countries.
Weaknesses: The major issue faced by the organization is the
rural distribution in India has wider rural diaspore which can be
covered.

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Smart Objectives:
 To provide 30% extra on existing quantity for coming
3 month in Organic chocolates.
 To increase sales upto 20% within one year by
providing distinguished flavours in organic chocolates.
 To contribute one- third profits for the education of
children's for next 10 years.

Continue....
STP (Segmentation, Targeting and Positioning):
Segmentation: Cadbury company does market segmentation to
enhance advertising, sales, branding, distribution channels.
Segmentation is done by various variables like: Demographics,
Behavioural, Psychographic and Geographic. This firm has
distributed it's product on three segments:
Demographics: Age 12-19 years.
Psycho graphic: Socio economic classification: A1, A2,B1
Behavioural: Quality, rate/prices, strong brand loyalty,
occasionally.

PEST of Cadbury
Political factor:Political decisions such as austerity and the
raped fall in disposable revenue generation has led to Cadbury
undertaking shrinkflation due to which size of the chocolate has
been reduced from the existing size.
Economic Factor: Cadbury was sold at a lower price as in the
year 2010 the value of pound was less due to which Kraft were
able to purchase Cadbury at lower price from it's actual price.

Marketing mix of Cadbury
Marketing Mix: The term marketing mix means set of
actions, tactics and tools that a company uses to advertise it's
product or goods in the market. The 7 (seven)Ps of marketing
mix are as follows:
Product: Cadbury is launching a organic chocolate in the
market for its customers. The organic chocolate should fit the
taste and preferences of the goods according to the peoples.
Place:Product can be sold and revenue generation can be
earned when availability of goods I easy to the customers.

Budget of Cadbury
Budget: A estimated amount of revenue generation and
expenses over a specific time period, it is re-evaluated and
compiled on periodic basis. Every firm has their own set
budget for the product. It shows all the expenses and
revenue obtained through out the year.

Conclusion
From the above discussion it has been concluded that the
new product of Cadbury must able to capture market ratio
and will be able to gain huge profits from the public.
Marketing plan is the initial stage to taste the general public
reaction about organic chocolate. STP helps to find targeted
customers and decide segments accordingly while PEST and
SWOT analysis helps to know minute level barriers in the
market which help the firm to expand it business at global
level.

References
Cavusgil, S. T., and et. al., 2014. International business.
Pearson Australia.
Pappas, N., 2017. Effect of marketing activities, benefits,
risks, confusion due to over-choice, price, quality and
consumer trust on online tourism purchasing. Journal of
Marketing Communications.23(2). pp.195-218.

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