Marketing Essential

This presentation discusses the importance of marketing for the growth and success of an organization. It covers topics such as the marketing mix, marketing plan, and the role of marketing in brand establishment. The presentation also includes a case study on Cadbury's marketing strategy. Study material on marketing is available at Desklib.

Marketing Essential

Content
• Introduction
• Comparison of two organization marketing mix
• Marketing Plan
• Conclusion
• References

Introduction
Marketing is very essential for the
growth and success of the
organisation. The major motive
behind marketing is to promote
goods and services according to
the need and requirements of the
customer's.

Marketing Mix of two Organisation
Particulars Cadbury Nestle
Product It is one of the most
iconic
confectionery brand
among worldwide.
It also contains
diversified segment
of product which
includes beverages,
milk products,
cooking aides,
chocolates and
confectionery.

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Place Cadbury operates its
product across the globe
which is the biggest
benefit for company as it
is easily available to
customers in the market.
Nestle has been displaying
its products in supermarkets
and malls as it has been
managing its own sales and
distribution network all
over the markets i.e. serves
in 89 countries..

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Promotion This element plays a vital
role in Cadbury business
operation and function.
Hence, company implies
ATL (above the line),
BTL (below the line) and
digital channels to
promote its products
among marketplace.
In regard of promotional
technique, Nestle uses TVL
and ATL marketing as well
as online advertisement in an
innovative and creative style
which helps them to survive
within competitive market
for a longer period of time.

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Process Under this stage, the
company mainly
focus over generating
a better relationship
with customer in
order to attain high
productivity.
Nestle always believes in
flexible in nature which
encourages them to adapt
innovative or latest
technology for
manufacturing the product
that add value to customer
and improves the overall
performance of firm.

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Physical
Evidence
It is the material part of
service as it relate with an
environment in which
service is delivered and
where the firm and
customer interact and any
tangible components that
facilitate performance or
communication of service.
It has attractive and eye
catching ambiance within
and outside their business
premises as it has been
created a better evidence
connectivity by setting up
coffee corners with their
logo of Nescafe in
vending machine.

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People This element plays an
essential role in brand
establishment as they
directly involved in
recognition of it In
the market and their
outcome reflects
directly over
customers.
Nestle recruits lakhs of people
to join their company and also
they provide effective training
to their personnel in order to
handle the queries of their
potential end users and
generates a better relationship
with them by rendering
transparent and fair service.

Marketing Plan
It is a detailed plan of
operational document for
outreach and advertising to
generate leads and reach its
targets market.

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The marketing plan are as follows:
Mission: The primal mission of Cadbury is to deliver best
quality products in order to maintain their company’s reputation
among customers and committed to continues improvement in
order to attain high productivity and profitability ratio.

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Corporate Objective: One of the key objective of Cadbury
is to be the world’s biggest and best confectionery company by
differentiating or expanding their product line into various new
segments in order to improve the volume of sales and gain
competitive advantage with ethical and cost reduction goals.
Segmentation: Cadbury segmented its product based on
demographic and behavioral segmentation.

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Targeting: It main target is health conscious people and also
to specific class of consumer groups in order to keep them fit and
safe which add value to customer as well as enhance the Cadbury
brand image.
Positioning: Cadbury positioned its brand itself as a symbol
of having good times and a spontaneous brand that is carefree
and it is meant for special as well as real moments in life.

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Strength
Company has good market
reputation, with strong brands
in the market firm is well
positioned in a competitive
marketplace.
Weakness
It’s mainly focus on semi
urban and urban areas and does
not gives proper attention
towards rural areas.

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Opportunity
It contain vast area of platform
to grow and develop its market
share by acquiring innovative or
latest technology in their
business premises and function
which lead them to obtain
maximization of profit in a
productive way.
Threat
Cadbury is also facing a major
challenge of increasing in cost of
input which rises the price of
manufacturing and a significant
rise in cost of fuel and
transportation which thereby
increases price of distribution.

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Marketing Mix of Cadbury
The marketing mix of Cadbury new product i.e. organic biscuits
in food division are as follows:
Product: Cadbury deliver its new organic product with a best
and high quality in order to increase company’s productivity
and profit margin as it mainly targets heath conscious people
which add value to customer as well as enhance firm’s brand
image.

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Price: It applies economic pricing strategy for its new organic
product which enable Cadbury to attract more attention of
potential audience towards brand and it directly increases their
volume of sales and provide high level of satisfaction.
Place: It positioned its product in all malls, hyper mart as well as
provide the facility of online trading which increases customer
purchasing power as well as enhance Cadbury’s productivity
among industry and helps them to gain competitive advantage
within prescribed time limit.

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Promotion: It promote its organic product through advertisement
on TV, magazine and also make use of social media platform
in order to create brand awareness which enlarge Cadbury
overall performance within industry in and innovative and
creative way.

CONCLUSION
From the above given powerpoint it has been concluded that
marketing department can directly help the organisation in
achieving a desirable and competitive position in the market
for longer period of time. This is because the plans and
strategies for its functioning are made as per the requirements
of the customer's.

References
Ataman, M.B., Van Heerde, H.J. and Mela, C.F., 2010. The long-
term effect of marketing strategy on brand sales. Journal of
Marketing Research. 47(5). pp.866-882.
Bačík, R., Štefko, R. and Gburová, J., 2014. Marketing pricing
strategy as part of competitive advantage retailers. Journal of
applied economic sciences. 9(4). p.30.
Baker, M.J., 2016. What is marketing?. In The Marketing
Book(pp. 25-42). Routledge.\

Thank you