Marketing Essentials Case Study Assignment: Cadbury

MARKETING ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
Part B...............................................................................................................................................1
1. Comparing the ways in which various organisations applies marketing mix to the marketing
planning process for achieving objectives...................................................................................1
2. Marketing Plan.........................................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing refers to the business activity that mainly focuses on promoting goods and
services of the organisation. Along with it, marketing process in the companies also concern with
creating value and building better relationship with the consumers. The present study of
marketing essential is based on Cadbury, a British multinational sweet industry that is owned by
Mondelez International. The study will aims to evaluate marketing mix and marketing plan for
the new product.
Part B
1. Comparing the ways in which various organisations applies marketing mix to the marketing
planning process for achieving objectives
Marketing mix can be defined as a combination of various elements that controlled by the
industry in order to influence people to purchase products and services (Armstrong and et. al.,
2015). Marketing mix of Cadbury involves various approaches that assist the company to meet
goals and objectives of the industry. Following is the comparison between Cadbury and Nestle;
Marketing mix Cadbury Nestle
Product There are various products
provide by Cadbury to its
consumers such as; chocolates,
drinks, candies, biscuits, ice-
creams, etc.
The Cadbury products are
based on festive occasions
A wide range of products offer
by Nestle in which some of the
products are chocolates, dairy
products and confectionery
goods. They have multiple
choices for the consumers that
assist them in enhancing
revenue and profit. The weak
point of the company is that
they focuses on selling
multiple products rather than
providing quality product.
Price The price strategy applied by
Cadbury is economy pricing
Nestle adopts competitive
pricing strategy. In addition to
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strategy. In addition to this
they also have discount pricing
strategy.
this they also have skimming
pricing strategy.
Place The products are available
worldwide. They have robust
distribution channel (Turban
and et. al., 2018).
The company have extensive
chain of distributors. They also
provide their products on
various online websites.
Promotion The promotional activity of
Cadbury is boom and they able
to directly connect with the
emotion of the audience
through advertisement. They
use digital channels for market
their product and also conduct
various marketing campaigns.
Along with it, they add various
tag-line with the
advertisement. They also have
brand ambassadors for
promoting the specific
products.
Nestle has strong portfolio and
company relies on BTL
promotion.
Along with it, they use
vernacular communication for
marketing their brand.
People The people in the organisation
work with the aim to provide
satisfaction to the consumers.
They adopts consumer centric
approach.
People work with the aim to
provide high return to their
shareholder. The people are
well trained and effective.
Process The process of providing
goods to the end consumer is
simple. The process of
Cadbury focuses on their
The company mainly focuses
on online marketing presence.
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marketing activities.
Physical Evidence The packaging of the
Cadbury's product are
attractive with their logo. The
physical store of the company
also have the big 'Cadbury
logo'.
Nestle have effective supply
chain management. The logo is
attractive with a pop of red and
white colour. The packaging of
the products is attractive.
2. Marketing Plan
Executive summary
Cadbury is one of the most successful brand in chocolates in the world. The plan includes
strategic elements that will adopt by Cadbury for marketing new product that named as
Celebration pack that have a unique combination of the existing products.
Overview of the company
Cadbury is a British multinational company that is located in London. The industry is the
2nd largest sweet brand in the world. It function in more than 40 countries across the world.
Cadbury also have different luxurious manufacturing products like Bournville (Andrews and
Shimp, 2017). There are 3500 employees working in Cadbury in UK. There are different
products provided by Cadbury such as Dairy Milk, Cocoa Essence, Bournville, Easter Egg,
Dairy Milk Silk, Bubbly, etc.
Mission and Vision statement
Mission : The mission of Cadbury is to provide high quality products at affordable price
range to the potential customers.
Vision : To be the one of the most favourite and demanded brand in the marketplace
among consumers.
Objectives
 To increase the sales and profit by 15% by the end of 2020.
 To expand their product line with 20 new added features and taste.
 To offer the products in every segment in the wide marketplace.
Marketing mix strategy
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Product: Cadbury launch new product celebration pack that contains all the basic
chocolates of Cadbury with added feature.
Price: The pricing strategy set for the new product is based on competitive pricing
strategy.
Place: The availability of the product is worldwide on the specious occasions like;
Christmas, New Year, etc.
Promotion: The new product will promote through television, print advertisement,
billboards, digital marketing.
Process: The delivery of product is done with the effective supply chain. Under this
strategy the product will deliver through online as well as
People: People in the company focuses on the consumer services and to satisfy the need
of consumers (Chaffey and Ellis-Chadwick, 2019).
Physical evidence: The new product have a special presentation in the outlet. The main
focus of the company is on the packaging that made of cardboard with the attractive print and
logo.
STP
Segmentation : Cadbury is currently using geographic segmentation strategy in the
market for divide their market. For the new product they are planning to implement behavioural
segmentation strategy (Titus, 2018). They determine the behavioural segment such where
consumers want some sweet occasional.
Targeting : For the new product Cadbury develops plan that stated to target all age
people but main target of company is youth and children. This will help the industry in effective
selling of the new product and enhance the profitability. The main concern of the company is on
enhance the sale and profit and offer premium quality products by garbing large audience in the
marketplace.
Positioning : The product will position the new product in rural as well in the urban area.
For the new product company is planning to position the product in niche market (Singh, 2018).
The marketing department of Cadbury uses various promotional activity for marketing the new
product such as; billboards advertising, social media, providing offers and discounts, etc.
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Marketing program :
Marketing goal Tactics Timeline
To successfully and effectively
launch new celebration pack
Marketing campaign will be
conducted by company
1 week
To enhance the sales The strategy is to adopt cost
leadership marketing tactics
for the purpose.
4 months
To enhance customer base For this, company will
promote on social media
5 months.
Budget
Marketing campaigning $3 5000
Promotional brochures or advertisement
through internet
$5000
Use platform of social media $2000
Developing website $22000
Evaluation and Monitor
For monitor the success of marketing plan, a survey will be carried out by the marketing
executive for collect information regarding client behaviour about the new product. To identify
the outcome the report of sales will identify. For analysing the effectiveness of marketing,
Cadbury will measure various promotional tools such as; website trafficking, per click
behaviour, number of people watch the advertisement of the new product (De Mooij, 2018). For
evaluating the marketing plan VIRO method will be use by the company.
CONCLUSION
From the present study it has been evaluated marketing is an essential part of the
company that drive the firm towards success. The marketing mix help the company to analyse
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the strategy employed in marketing of the product. The plan of promoting the company to
promote new product in marketplace.
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