Marketing Mix and Marketing Plan for Cadbury

This presentation explores the marketing mix and marketing plan for Cadbury, including a comparison with Nestle. It discusses the components of the marketing mix, such as product, price, place, promotion, people, process, and physical evidence. It also highlights the strategies and tactics used by Cadbury to achieve its goals and objectives. The presentation concludes with an overview of the marketing plan for Cadbury's new sugar-free chocolates.

Marketing
Essentials
Activity-2

Content
 Introduction
 Marketing mix Definition
 Comparison of marketing mix between Cadbury and Nestle
 Marketing plan Definition
 Marketing plan for Cadbury
 Conclusion
 References

Marketing is related to all the business activities which helps them to promote
or sell their products and services in the market by creating awareness
amongst the target audience so that they can be induced to purchase their
products and services thus increasing their sales and profitability. This
presentation explains the components of marketing mix of Cadbury and its
differentiation with its rivals in order to update their offerings.
Introduction

Marketing mix
Marketing mix is a model that is used by the firms to achieve their
marketing objectives. With the growing need of aggressive
marketing the marketing mix has extended as originally there were
4Ps of marketing but now 7Ps are considered by the marketers. This
tools helps the marketing team to identify various strategies, tactics
that can be used by the marketing team to increase their sales,
launch their new product or whatever is their aim

Comparison of marketing mix of
Cadbury and Nestle
Strategies/
Mix
Meaning Cadbury Nestle
Product A product is an offering that an
organisation offers to satisfy the
needs and wants of the customers
which can be a product or service.
This mix helps the marketing
department to take various
decision regarding design of the
product, range and line of the
product, managing the product life
cycle etc.
Cadbury offers a wide variety of
products worldwide. They have
a strong chocolate business
where their key products are
dairy milk, bournville etc. The
other products that are offered
by them includes biscuits,
beverages, rolls, deserts, ice-
creams and many more.
The products of Nestle are
categorised into five broad
categories which belongs to
different product lines such as
milk and nutrition products,
infant products, beverages,
prepared dishes and cooking,
chocolates, vending foods and
services etc.

Continue…
Strategies/
Mix
Meaning Cadbury Nestle
Price Prices is the amount that
is paid by the customers
against the goods and
services they procure. The
organisation can
determine their pricing
strategy, payment
methods, discounts that
can be offered, tactics of
pricing etc. with the help
of this pricing strategy.
The prices of the products are directly
related with the quality of the products.
The pricing strategy in Cadbury is
different for different products such as
for eclairs, five star, perk they uses
economic pricing while for the products
like dairy milk, bournville, oreo biscuits
they uses price skimming. To increase
their sales, they use bundle pricing
during festive seasons.
The pricing strategy of Nestle is
competitive pricing strategy. They
currently use Bundle pricing
strategy and also keep prices high
for those goods which they sell
online as it includes the charges of
delivery. They are also planning to
use price penetration strategy in
order to increase their market
share.

Continue…
Strategies/
Mix
Meaning Cadbury Nestle
Place Place refers to the channel
that is used by the
organisation to distribute
their goods which can be
direct or indirect. The
decision in which this mix
helps are related to market
coverage, section of
channel members, decisions
regarding locations etc.
The products of Cadbury are
available throughout the world
because of their big-boned
channel of distribution. This
ensures availability of their
products at almost every
location. All the products of
Cadbury are easily available at
all general stores, tea stalls,
supermarkets etc.
Nestle sell their products either directly
to the customers or through the
wholesalers-retailers channel located
throughout the world. They follows
intensive marketing strategy through
which they includes more of retailers
with them in order to ensure the
availability of the products at every
store.

Continue…
Strategies/
Mix
Meaning Cadbury Nestle
Promotion Promotion is associated
with communicating the
offers to the customers. It
helps in taking decisions
regarding the elements of
the promotion mix such
as advertising, direct
marketing, sales
promotion etc. also it
helps the team to
determine the message
strategy.
Cadbury uses digital channels, ATL,
BTL for creating awareness of their
products. They focus more on
emotional advertising which helps
them to connect with the customers.
Also such advertisements have
influence on the intention of the
customer to buy their products.
Cadbury uses vernacular languages
and regional accent to communicate
the message which help them to
connect and engage their target market.
Nestle promotes their goods
through different media channels.
They advertise their products
through TV and radio
advertisements. They also use
social media advertisement as it is
comparatively cheaper and has a
large scope because of increasing
use of internet. Also they use
traditional method of personal
selling which help them to
establish channel with the
retailers.

Continue…
Strategies/
Mix
Meaning Cadbury Nestle
People People are referred to the
human resource of the
organisation and the
customers in the target
market. This helps the
organisation in
identifying the need of
hiring and training the
right people which helps
them to deliver superior
services to the customers.
Cadbury uses various trainings for
their employees to make them
competent enough to recognise and
involve their customers. They mainly
target youth and children in
comparison to elders. But the they
promote their products even elders
get attracted towards their products.
Nestle has a large work force to
whom they provide persuasive
training which will help their
employees to resolve the issues in
relation to the customers. Also
they have a strong network with
their suppliers of raw material and
the retailers which ensures the
quality of the products and
services.

Continue…
Strategies/
Mix
Meaning Cadbury Nestle
Process It is associated with the
system and procedure which
is used by the business to
effectively run their business.
This strategies helps the
organisation to modify their
existing process which
improves the efficiency of the
business.
They keep a check on all their
procedure, methods of
packaging and distribution
which helps them to maintain
their quality. The process of
procuring raw material is crucial
in Cadbury which they manage
by keeping records of
everything such as the required
quantity and reorder level etc.
They have installed systems at
the retail stores on which they
can update their level of
inventory. This ensures the
availability of the goods in
theirs stores. They collect the
feedbacks from the customers
with the aim to identify the
market opportunities.

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Strategies/ Mix Meaning Cadbury Nestle
Physical Evidence Physical evidence is associated
with the space and the area
where the company represents to
their customers. Also it includes
the factors which reflects the
presence of the organisation's
products and the proofs of the
transactions.
The physical evidence for
Cadbury is the wrappers of
their products, logo,
brochures, pamphlets etc.
They also consider the buying
behaviours of the customers
as their physical evidence.
The colour that they use
for packaging is unique
which make their products
easily identifiable in the
stores. This makes the
customers to easily locate
their products of Nestle
even in a busy store.

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Tactics are the strategies that are carried out by the companies in order
to achieve the goals and objectives. Cadbury uses various marketing
strategy tactics such as segmentation, targeting and positioning,
promotional and packaging strategies etc. that helps them to achieve
their goals and objectives. As they get to know the specific segment
which have to cater and accordingly they target them with the help
of various advertising and promotional techniques.

Marketing plan
Marketing Plan is a document that provides various strategies that are
to be followed by the company to achieve the goals and objectives
for which the plan is prepared. The marketing plan support the
organisation in conducting the research in regards to the pricing
strategies, selection of the promotion techniques product and
services and the metrics which will help the company to measures
the results.

Marketing plan for Cadbury
Executive summary: To increases the customer base, Cadbury is
planning to launch sugar free chocolates this will help them to
attract diabetic customers. For this a marketing plan is prepared in
which analysis of various situation is done and on the basis of
analysis various strategies related to product, prices, promotion are
identified which will facilitate them to launch their product
efficiently.

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Overview of the company: Cadbury
is a second largest multinational
confectionery brand which is
owned by Mondelez international.
It is famous for its chocolates,
cookies, Creme egg and various
other confectionery products.

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Vision: The vision of the company is to create brand love of people by
working together.
Mission: Their mission is to provide better quality product which is
their promise to the customers. For this they focus on continuous
improvement which ensures adequate quality.
Objectives: Their objectives is to increase their sales by 5 % within 10
months with the launch of this new product.

SWOT Analysis
SWOT is an analytical tool
which is conducted to
analyse the internal
factors of an organization
so as to assist managers to
make an effective
decision for the
betterment of an
organization.

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Strengths
• They have a strong brand name and loyalty which make easier for
them to launch any new product.
• The promotion is very strong as they target emotions of their
customers which establishes relations with the customers.
• Cadbury has strong distribution channel which is why they have
global presence to almost all the countries.

PEST Analysis
Political:
Political factors are those through which the government can intervene
in the decision making of the company. The Cadbury is affected by
the health and safety law, employment law which are implemented
by the political parties. The launch of Sugar free chocolate will not
be affected as it is a product which does not have any adverse
impact on the health of the customers especially diabetic customers

Strategies
Segmentation:
Segmentation is an approach which helps to divide the market into
segments on the basis of characteristics of the market. Cadbury
segments its market on the basis of demographics and
psychographics factors. They consider the age, income group,
lifestyles, attitudes of the employees. The market segments they
have selected for sugar free chocolates is that which prefers
premium products.

Tactics
Product
Cadbury is already providing a wide variety of goods but they believe
in introducing something new and innovative from time-to-time
which provides them the competitive advantage. The product that
Cadbury is planning to launch is Sugar free chocolates with the aim
to attract and make diabetics delighted.

Action plan
Action plans are the documents which
helps the company to list down
various steps which they need to
follow to achieve the specific
objectives. It helps them to execute
the plan by identifying the resources
which is required by the company to
perform various activities.
Particulars Amount
Training and
development
520000
Promotional 320000
Safety measures 522111
Advertisement 548100

Control and Monitoring
It is important for every organisation to control and monitor their
activities which will help them to achieve their targets on time. This
can be done by reviewing, tracking the performance of the project.
This helps the companies to complete the projects on time without
any delays. Controlling and monitoring can be done by the company
by auditing the reports so formulated and by analysing the portion
of work which is completed.

Conclusion
It is concluded from the PPT that for introducing a new product the
company can formulate marketing plan. This will help them to plan
well in advance for the strategies, tactics that they can undertake
while implementing the plan. It is important for the organisation to
identify the target market and then position their product this helps
the company to successfully introduce the product also they use
marketing mix strategies which helps them to decide upon crucial
elements such as prices, features of the products etc.

References
Yadav, S. K., Khandelwal, U. and Tripathi, V., 2017. Determinants of
Green Purchase Intention: An Empirical Study in India. International
Journal on Customer Relations. 5(2). p.42.
Yan, M. R., and et. al., 2019. Targeting Open Market with Strategic
Business Innovations: A Case Study of Growth Dynamics in Essential
Oil and Aromatherapy Industry. Journal of Open Innovation:
Technology, Market, and Complexity. 5(1). p.7.

Thank You