Comparison of Marketing Mix for Cadbury

This presentation compares the marketing mix of Cadbury with its competitor, analyzing the elements of product, price, place, promotion, process, people, and physical evidence. It also includes a detailed marketing plan for Cadbury, as well as a SWOT analysis and budget.

MARKETING
ESSENTIALS

Cover Content
•Introduction
•Marketing Mix
•Marketing Plan
•STP Approach
•SWOT Analysis
•Conclusion
•References

Introduction
• Marketing basically referred as one of the crucial business technique that can be utilised by a
business organisation when it comes to promoting products or services in front of targeted
consumers. Here, main aim of this department of a business organisation is to enhance the
profit margins through grabbing the attention of customers at both international and national
level. The present report is based on Cadbury, British multinational confectionery company
which was incorporated in 1824 and Headquartered in England, United Kingdom. This PPT
reflects about comparison of marketing mix and basic plan for Cadbury.

Comparison of marketing mix
• Marketing mix refers to set of certain elements that helps business organisation in attaining
their marketing objectives within the targeted marketplace. The framework clearly shows
combination of various factors that can be monitored and controlled by business organisation
in order to influence interest of customers to buy the products offered by the company. The
framework includes 7 elements such as product, price, place, promotion, process, people and
physical environment. With the reference to Cadbury, it has been analysed that top
management team of this company has asked their marketing manager to conduct an
effective marketing mix of their own company that is Cadbury as well as their one of the core
competitor company.

Cont.…
Components Cadbury Nestle
Product Cadbury is a brand and it has several products like
dairy milk chocolate, Bougainvillea, Perk, Cadbury
eclairs, five star etc.. Oreo is the segment in the
biscuits. Dairy milk chocolate is more productive for
the company and also say that Cadbury company earn
more profit because it's chocolate production. Most of
customer known Cadbury because of it's chocolate
manufacturing. Cadbury products are consume by
every age groups of customers like kids (they love
chocolates, Oreo biscuits bury) because of it's
advertisements and taste, adults and senior citizens are
also prefer this products because of its taste. Cadbury
ice-creams are also purchase by every age group
because of its reasonable price strategy.
Nestle is considered as one among the best confectionery
company in United Kingdom. The company is offering
range of products and services to its customers which
influences the interest of customers towards the company.
The huge range of products also gives reason to
customers to stay loyal with the company for longer
period of time. The whole product range of this company
is divided into many sub categories such as beverages,
milk products, cooking aids and chocolates. Product in
beverages is coffee which is commonly named as
Nescafe. Milk products of Cadbury includes Nestle Milk
Maid and Nestle Slim. Cooking aids of Nestle are
Maggie, pasta etc. and chocolate product of this category
are polo, Milky bar, KitKat, Munch etc.

Cont.…
Price Cadbury provide a good quality to customers and
that is the only reason of it's price. Bonneville
chocolate and Oreo biscuit are expensive more then
other products. If customer go in chocolate segments
they find various quality, price according to their
comfort, each chocolate of Cadbury have different
price. This different prices of products according to
their size and quality helps customers in finding out
their best required product in their pocket friendly
zone.
Price of Nestle products are finalised on the basis of
quality of products. This can be easily understood with
the help of taking an example, for instance coffee of
Nescafe is quite expensive in comparison of other
brands because the quality of their coffee is very rich.
This directly gives higher level of satisfaction to the
customers at their every level of consumption. It has
been seen that high level of quality directly influences
interest of customers to buy these products even at
higher prices.

Cont.…
Place The distribution of Cadbury is on international level. It is
dealing with 60 countries like India, USA, China, Russia
etc. As well as it is distribute it's products in all urban areas
according to their demand with maintain all quality,
quantity and price also. Along with this, the company also
offers its products in various countries in order to make it
easier for its customers to easily buy their products.
Products of Nestle are offered across the world. But, the main
revenue of this company is generated from the European
countries. The products of this company are mainly shifted
from company to the stores(Warehouses). After this
transferring all of these products are send to the retailers in
order to make it easier for customers to easily purchase them
from the nearby area. It has been analysed that Maggie and
Nescafe are the common but highly demanded product of
Nestle. Therefore, the company ensures to effective supply
these products to customers in their nearby retail stores. Both
of these products are offered at maximum operating areas of
this company so that requirements of customers can be
fulfilled in effective manner.

Cont.…
Promotion Cadbury has wild level of promotional tool. They
promote there products according to the religion, age,
emotional advisement, friends and family. There all
things are mentioned in there promotions. Mainly all
cultures, festibles are focused in it's advertisement. There
are some tool like T.V. , radio, newspaper. Mainly people
using it as a gift.
Nestle is using different promotional channels for
promoting their products and services at marketplace. Some
of the common promotional tools used by this company are
posters, TV, billboards, commercials, newspapers etc. All of
these methods are used by this company from many years,
but with the changing time, marketing team of this company
have started using different social media channels in order
to maximise their sales performance. This is because, with
the help of social media channels the company can easily
enhance awareness of their products and services among
customers. As a result, with the help of effective
promotional technique the company can easily enhance
their sales performance in effective manner.

Cont.…
People Cadbury provide training to there employees for
manufacturing a good quality product. This is helpful for
the companies growth and maintain brand image also.
Nestle considers its employees as well as customers both
as its people. In order to sustain both the categories of
people of this company, top management team of Nestle
takes numerous of initiatives. In order to sustain
employees, the manager of this company provides regular
based training to them. Whereas, for influencing interest
of customers the company focuses providing quality of
services to customers for retaining them loyal towards the
company for longer period of time.

Cont.…
Process After manufacturing of products, all products are
transferred to the wholesaler when products are store.
Then products are decided according to the requirement
and send it to retailer, and purchase by the end
customer.
Nestle is mainly using customer oriented services. In this,
the management mainly offers after sales services to its
customers with the help of customer care team. This helps
the company in resolving issues of customers related to
their services. As a result, this initiative of company
improves satisfaction level of the customers which
ultimately improves their command over customers.

Cont.…
Physical evidence Cadbury products are available at retail stores,
supermarket and urban areas also and for this company
pay extra amount for the retailers.
The main focus of Nestle at the time of establishment of
this company was to develop better ambience at different
places. All the physical outlets of Nestle has appropriate
sitting arrangements, vending machines. Wall of the
outlets contains logo. All of these stated things
contributes in providing better physical environment to
customers which gives them better experience.

Detail marketing plan for John Lewis
Marketing plan refers to written documents which includes overall information of the marketing
activities and its related data. The document clearly depicts that whole year plan of marketing
department that is going to be followed by them in the upcoming year. The plan also includes
various sections that are being taken in consideration by marketing team of company. It also
includes different marketing strategies and resources which are going to be required by them at
the time of attaining organisational goals and objectives

Cont.…
• Company overview: - Cadbury was found in the year of 1824 and founded by John Cadbury
It's headquarters in Uxbridge, London England. Mr. John Cadbury sold tea, coffee and
drinking chocolate and after bit Cadbury developed the business with his brother Benjamin.
Basically Cadbury was a UK based company.
• Vision & mission: - The vision statement of Cadbury is to develop an effective brand name
which is valued by people. The mission statement of Cadbury is to offer high quality
products to customer with best taste.

Cont.…
•
•Objective: - The main objective of Cadbury is to enhance its product portfolio by introducing few new
products to its customers in order to give them better experience. Currently, the company is planning to
introduce Cadbury sugar free cookies.
•In this regard marketing team of this company have planned to formulate SMART objectives for its team mates
so that they can work hard for the same in order to become successful at market place. The SMART objective f
Cadbury is described as below:
•To increase market share of Cadbury with 20% within 2 years.
•STP approach: - STP approach is seen as the common modern day marketing approach which is being used

SWOT Analysis
SWOT is considered as the analytical framework that is being used by business organisation for
improving their knowledge on core strengths of the company
Strengths Weaknesses
 Cadbury owes higher brand recognition at marketplace. This means that
the company is popular among its customers at highest level which
contributes in maintains of market share in operating countries.
 Creative and appealing commercials is also the biggest advantage of
company.
 Brand loyalty of Cadbury is seen as its main strength which helps them
in improving their sales performance day by day at market place.
 Cadbury is not dealing with Healthy food, therefore it could be
considered as one of the weak point for this company. They are dealing
with chocolate, biscuits and many unhealthy items which is not giving
high nutritious value to the human body. As we all know that Cadbury is
mainly depends on confectionery and it is not good for human body
because it attempts high sugar and high fat.
 Mostly products of Cadbury are too much expensive. This expensive
price does not allow every customer to buy it every time. This might give
advantages to other rival companies who are offering similar kind of
products at lower prices.

Cont.…
Opportunities Threats
 Market share of Cadbury may be an increase in Russia and
China if opportunity will provide by emerging market.
 Sales of Cadbury can also improve the share market of USA,
this is assess by the American market. So Cadbury have a
opportunities in sustainability which is good for a caring
organisation image and also beneficial for the strong connects
with customers.
 Addition of new flavours in the chocolates will help Cadbury
in attracting maximum number of customers as they are
getting numerous of flavours from the company.
 It is already known that Cadbury is a caring and trusted brand
and profit margin of Cadbury can effected by flue, transport,
packaging’s increase cost.
 Another threat that is being influence progress of Cadbury is
increasing cost of promotional activity and aggressive pricing.
 There are many other new companies in the market so it is
increasing competition for Cadbury. In order to gain
competitive advantage the company requires working on
Research and development department for calories reduction.
This would help them influencing interest of health conscious
customers. As a result, it will contribute in gaining competitive
advantage.

Cont.…
Budget: - Budget is considered as the financial statement which clearly states approximate
amount that is being required by marketing team of Cadbury at the time of product launch.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 5000 7500 13000 15500 19350
Investment 15000 14000 25500 33000 13000
Total 7000 22500 36500 45500 32850
Marketing outlay
Promotion 6000 3100 4300 3300 3250
Sales publicity 2200 2100 3300 2200 2000
Direct selling 4200 2500 5500 3000 4650
Total 12900 7800 13600 8500 9900

Conclusion
• From the above mentioned PPT is has been concluded that marketing is an effective activity
which helps business organisation in enhancing knowledge of their customers about their
product and services in effective manner. It has been further analysed that marketing
department is directly related to other departments of company which works collaboratively
in order to attain business objectives in effective manner. It has also been identified that with
the changing time marketing team of businesses are finding out numerous of alternative
methods with which they can easily attain interest of their targeted customers.

References
• Kladou, S., and et. al., 2016. The role of brand elements in destination branding. Journal of
Destination Marketing & Management.
• Lane, P., 2015. Human resources marketing and recruiting: essentials of employer branding.
Handbook of Human Resources Management. pp.1-30.
• Malhotra, N.K., 2015. Essentials of marketing research: A hands-on orientation. Essex:
Pearson.
• Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,

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