Marketing Essentials

This presentation provides an overview of marketing essentials and focuses on the marketing plan for Cadbury. It covers topics such as the marketing mix, STP approach, SWOT analysis, and marketing budget. The presentation also includes information on the company's vision, mission, and objectives. Suitable for students studying marketing or anyone interested in understanding the fundamentals of marketing.

Marketing Essentials

Table of Content
• Introduction
• Marketing Mix
• Marketing Plan for Cadbury
• Conclusion
• References

Introduction
Marketing is management process through that products and services
move from the concept of customers. It involve coordination of four
elements named as product, price, place and promotion. Moreover,
marketing is based on thinking of customers needs as well as their
satisfaction.

Marketing Mix
Marketing mix integrate all the tools of marketing that are utilise by
organisation in effective manner for accomplishing their goals and
objectives. Moreover, it refers to the set of action, tactics which utilities
by organisation for promoting their brand as well as products within
market area. In early time, marketing mix only include four variables
i.e., product, price, place and promotion.

Cont...
BASIS CADBURY NESTLE
PRODUCT Cadbury is famous as well as popular brand and
belong to confectionery industry. Respective
organisation is offering variety of products such
as biscuits, milk additives, chocolates and so on.
Whereas, in chocolate they are offering variety of
products such as Dairy milk, five star,
Cadbury eclairs, Bourneville , Perk,
temptation etc.. on the other hand, biscuits
offering by them are orea and within milk
additives it offer Bernita.
Respective firm facilitates a wide range of
products and its offer their products into various
nations. Also, decisions to sell product in which
country is totally depends upon demographic
factors, costs of productions variations i9n
demand as well as competitions. Nestle is known
as the one of the huge rivals of Cadbury, it
mainly deals in 4 product categories. This
involves beverages where it provide coffee under
Nescafe brand. Milk products, this consists Nestle
slim, milk maid. In chocolate category, munch,
polo, Kitkat and so on. Cooking one such as
pasta, maggie etc.
PRICE Cadbury has decide their price as per the category
and quality of offerings. Thus, price of chocolate
name as Bourneville is high compare to other
such as perk or five star. All this is designed for
cater the need of several segments. In addition to
this, products are available in different size as
well as price also for fulfilling requirement of
every segment in effectual manner.
Generally price of the product is based on its
quality. Nestle products price is decided as per
their product quality. For example, Nescafe
coffee price is more than their competitors. But
taste as well as quality grab the attentions of the
clients so that they can purchase it at any costs.
There are various pricing strategies such as
competitive, skimming and many more. Nestle
uses the skimming pricing strategy so products
such as Nestle A+ slim, nescafe coffee and so on
are some products that are provided at higher cost
in comparison to its rivals. So, these are for those
who are health conscious as well as fitness
enthusiasts so due to this their products priced are
dearer price.

Marketing Plan for Cadbury
Marketing plan is an document which involve overall efforts of
marketing division which will perform within upcoming years. In
simple term, marketing plan is designed for prediction that new
launched product will make profit or not. It represent the actions taken
by company for effectual implementation of marketing strategy.

Cont...
Below mention are the steps involved in marketing plan of Cadbury as
follows :-
• Company overview :- Cadbury is confectionery industry
organisation founded in 124 and its founder is John Cadbury.
Products serving by them at worldwide level are chocolate candy,
chocolate bars, biscuits, milk additives and so on. As well respective
organisation is mainly famous for chocolate and there are approx.
71,657 employees working in Cadbury in more than 200 nations.

Cont...
Vision of company :- “Working together to create brands people love”
this vision statement bring out ideal image of firm in future. Moreover,
it communicate both value and purpose of business as well give
direction to staff members to do work.

Cont...
Mission of company :- “Says simply, ‘Cadbury means quality’; this is
our promise. Our reputation is to built upon quality; our commitment to
continuous improvement will ensure that our promise”. It defines
primary objectives of company and its key purpose.

Cont...
Objective :- Main objective of Cadbury is to become worlds best as
well as biggest confectionery organisation. They want to extent market
by launching new product i.e. dairy milk chocolate with raisins.

Cont...
STP approach :- It is the necessary concept within the study and
application of marketing. STP process demonstrate the link within
overall market as well as how an organisation select to compete within
market area. The letter STP stands for segmentation, targeting and
positioning (Segmentation, targeting, positioning in the Marketing
strategy of Cadbury, 2019).

Cont...
Marketing Mix:
COMPONENTS DESCRIPTION
PRODUCT Product launched by the Cadbury will name as dairy milk with raisin.
Respective product is developed by keeping in mind all the health standards of
nation as well as customers need and wants are also considered.
PRICE Cadbury offer their new product which is dairy milk with raisin at economy
pricing. So that, it can be affordable by every kind of people and satisfy their
need of purchasing chocolates.
PLACE Cadbury will take place within market area through their new product by using
traditional way i.e., chocolates will available in general store place there as
well as also on company stores. Along with this, company can also use online
channel also like website and social media for selling their products within
market area.
PROMOTIONS For doing promotions of dairy milk with raisin Cadbury can use social media
also along with television and advertisement. Promotion activity is necessary
because with the assistance of it company can take place within market with
their new product.

Cont...
SWOT Analysis :- It is an analytical tool use by the organisation for
analysing their strength and opportunity which help in gaining better
place within market area. Whereas, also determine weakness and
threats which is needed by the company to work on it for improving
their performance as well position within working area.

Cont...
Marketing Budget :-
MARKETING BUDGET
PARTICULARS I
Y
e
a
r
II
Year
III
Year
IV Year V Year
Initial money 4
0
0
0
8400 13500 13860 17640
Investment 1
1
5
0
0
12000 26840 31500 15470
TOTAL 1
5
5
0
0
20400 40340 45360 33110

Cont...
MARKETING OUTLAY
Promotion 6450 2950 4150 3420 3330
Sales publicity 2500 1900 3500 2000 1000
Direct selling 3800 1500 5000 2900 5600
TOTAL 12750 6350 12650 8320 9930

Conclusion
From the above discussion it has been concluded that, marketing is
important process which have to be adopt by every organisation for
increasing their sales within market area. Along with this, promotional
activity conduct within marketing division help in taking attention of
existing as well as potential customers.

References
Abushadi, E., and et. al., 2015. The NGO handbook of volunteer management
essentials.
Akbar, F., and et. al., 2017. Niche marketing strategy framework for SMEs: A
conceptual framework.
Allen, M., 2016. Essentials of publishing qualitative research. Routledge.
Arendt, M. and Allain, A., 2019. Annelies Allain: Pioneer of the International
Code of Marketing of Breastmilk Substitutes. Journal of Human
Lactation. 35(1). pp.15-20.
Brychkov, D. and Domegan, C., 2017. Social marketing and systems science:
past, present and future. Journal of Social Marketing. 7(1). pp.74-93.

Thank You