Marketing Essentials: Applying Marketing Mix and Basic Marketing Plan

This presentation discusses the application of marketing mix and basic marketing plan in different organizations. It emphasizes the importance of exchanging and recognizing customer value. The presentation also includes a case study on Cadbury and its marketing strategies.

Marketing essentials

TABLE OF CONTENT
 Introduction
 Different organisation applying marketing mix
 Basic marketing plan
 Conclusion
 Refrences

INTRODUCTION
Marketing is basically a social process where the individuals and firm that obtain the needs
an wants of exchanging and creating the values with others. Cadbury Cadbury company,
which is a British multinational confectionery company. This company is founded at
Birmingham, in England in 1824 by John Cadbury. It has basically based on the basic
marketing process of exchanging and recognising the importance of the value of the
customers. This presentation will involve the marketing mix or different organisation and
basic marketing plan.

Product
Cadbury
The range of the Cadbury products is pretty large and there is no count. Products of
marketing mix is basically classified and based on the seasons.
Nestle
the strategy of product in marketing mix where Nestle is the largestfood products making
organization. It is basically around 8000 brands with the varieties of products
worldwide.

Price
Cadbury
It is necessary to keep in mind that quality of the products comes with the Price.
Nestle
It is basically a type of marketing strategy. The pricing strategy of Nestle is quite high
comparison to their competitors because Nestle offers an good quality of the products
rather than lowering the price and offering the lower quality of the products.

Promotion
Cadbury
Cadbury promotion playing an important role for the advertising, promotion. Cadbury
using so many types of campaigns for advertising, campaigns such as “Kuch meetha ho
jaye”.
Nestle
Nestle using so many promotional strategies for launching, advertising and promoting in
the market. Nestle mainly focus on the extensive advertising & also marketing for their
individuals products and brand as well.

Physical evidence
Cadbury
Physical evidence is basically a part of the marketing mix process where all the services
has been delivered. It has certain retailers which is relevant to the operations out of the
shops.
Nestle
Nestle basically creating so much better evidences by connectivity and setting up the
Nescafe coffee corners along with the logo on the Vending machines.

Place
Cadbury
Cadbury always choose people wisely and gives them proper training and then obtain the
competitive advantages. It is a way to interact with the customers and precive the
quality of the services.
Nestle
Nestle in India basically recruiting lakes of employees for joining their company and also
giving them training for handling the problems and queries of all the consumers. It also
provided so much better services.

Place
Cadbury
The products of the Cadbury is generally available in all over the world.
From having an robust distribution channels, it easily impacts the
global market in less time.
Nestle
Most of the revenues & sales comes from the European countries where
Nestle almost 90% of gross sales.

Process
Cadbury
The process of the Cadbury is all about operating and delivering the system of mechanism,
procedures and flow of activities that the services has been consumed.
Nestle
The process of Nestle company which has been manufacturing of the products by using the
better technology.

Marketing plan
Aims and objectives
Aim
“To increase the sales by 15% in 6 months with launching a new product by understanding
the needs and wants of the customers and a study on Cadbury”

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Objectives
 To identify the needs and wants of consumers or achieving the marketing activities.
 To determine the measure for enhancing the performance of marketing team.
 To implies the brand awareness and market share.

Executive summary
Marketing term refers to the theories and practices which has been used at the time of
marketing activities. It analyses the needs and wants of the customers according to the
preference of the customers. According to the demands the marketing team take
decision for satisfying the needs of the customers.

STP (Segmentation targeting
positioning)
From the segmentation of Cadbury it evaluates the benefits of the segmentation market. It
helps in identifying the potential customers in potential market whereas it targets the
customers according to the age where all the age groups can find out the products of
their needs and then it positions the customers and products according to the segment
on market.

Budget
Budget Amount
Social media marketing 5000
Email marketing 400
Inetrnet ads 600
Print ads 350
Telemarketing 300
Total 6650

4 p's of Cadbury
Product:- Cadbury offers an wide range of the products and also launching the new
product Chocolate Lassie where the decision of selling this product is going good for
the Cadbury because the products involves the chocolate and milk and give a unique
taste to the customers.
Promotion:- it is important for launching the new product Chocolate Lassie where it needs
so much of advertising to reach the customers. Cadbury using the advertising strategy
for launching the product in market where marketing team gives an advertising on
Television, newspaper, radios etc.

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Place:- For launching the new product it is necessary to decide the place itself because it
necessary to make a place in the market and it is only possible when marketing team
already decided the place of distribution in the market to the retailer and also target the
market according to the needs of customers.
Price:- It is one of the most important strategy where Cadbury has to decide the price of
the product and for launching the product is it important to give discount and lower the
prices for increasing the selling and attracting the customers in easy way.

Analyse of external enviornment
External environment
The current environment of the business is it affects the food retailing industry of the UK
because the macro environment is the one of the most general layer of Cadbury
environment which is made up of general environment factors which affect the all
operation of the supermarket. External environment consist of the PESTEL analysis
and it shows the stability and instability of their conditions and this report will examine
how the Cadbury take the advantages through the retailing environment which are as
follows;

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Political factor
There are so many issues which has been arises at the time of instability in the political
environment and also the concern of the government regarding to the leading and
launching the new product Chocolate Lassie in the market by Cadbury and gives a
proposal to the government about the pressure and sugar tax which has been placed for
manufacturing the Chocolate Lassie.

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Economic factor
It causes so many fluctuations in the economic condition which easily affected the
currency and also the inflationary pressure. It involves saving rates, inflation rates,
economic cycle, aggregate demands and also the aggregate investment in an economy.
Due to some global downturn in the economy directly affect the expanding of the plans
of launching the new product Chocolate Lassie and does not focus on the cost of the
Chocolate Lassie. There are so many other competitors who give a tough competition
to the Chocolate lassie launch by the Cadbury.

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Social factor
From culture of the society and way of doing things easily impact the working and
manufacturing environment of the Cadbury because it shares values, attitudes and
beliefs of the customers which understand the customers and market.

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Technological factor
From having an advanced technology it makes the process of manufacturing and packaging
very effective. Cadbury easily solve the problem of technology from increasing the cost
of the raw material and also transportation as well. It gives an great idea of innovating
the Chocolate Lassie and it also develops the market in wide range of areas.

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Environmental factor
Environmental issues are natural it arises any of time. The issues of environment for
Cadbury is packaging of the product which is not harmful for the environment. The
packaging of the Chocolate lassies should be planned as the eco-friendly for the nature
and does not harm the nature.

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Legal factor
There are so many legal issues that impact the requirements of Cadbury and also providing
all the details calorie and ingredients for assisting the customers for making the choice
based containing the fat. Other issues of the Cadbury for launching the Chocolate
Lassie in the market is having customers having a framework about the products.

Analyse of the internal factors
Internal factors
Internal factor involves the SWOT analysis of the Cadbury for launching the new product
Chocolate Lassie.

SWOT analysis
Strength
 It has high brand equity & also one of the top chocolate brand.
 Cadbury have strong base of the customers & there are around 70,000 employees
working with the Cadbury.
Weakness
 There are few instances of recall the products that hampered the brand image.

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Opportunities
 It can raise the opportunity to reach in the rural market and areas.
 Diversification of wide range of products related to the food
segments.
Threats
 In raise the cost of the raw materials.
 It has higher competition of local and international chocolate brand.

CONCLUSION
Marketing is basically a social process where the individuals and firm that obtain the needs
an wants of exchanging and creating the values with others. It has basically based on
the basic marketing process of exchanging and recognizing the importance of the value
of the customers. This presentation will conclude the different organization applying
the marketing mix for the marketing planning process and also the basic marketing plan
for developing the new product.

Refrences
Dib, A., 2018. The 1-page marketing plan. Page Two Books.
Haider, A.A. And et.al., 2019. Marketing Management.
Kotler, P. and et.al., 2015. Marketing. Pearson Higher Education AU.
Lamb, C.W. and Crompton, J.L., 2017. Analyzing marketing performance. In Marketing
the Public Sector(pp. 173-184). Routledge.

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