Marketing Essentials

Marketing Essentials

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
PART 1............................................................................................................................................3
Covered in PPT...........................................................................................................................3
PART 2 (a) ......................................................................................................................................3
Comparison and evaluation of marketing mix of Nestle and Cadbury.......................................3
Tactics for achieving objectives..................................................................................................6
PART 2 (b).......................................................................................................................................6
Marketing plan for the organisation............................................................................................6
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
Marketing essential is recognised as a strategic tool which can be used by business
organisation in order to recognise needs of their customers and making effective relationship
with them. This tool can be used by business for formulating strategies so that needs of customer
can be aligned with organisational offerings. In the current market businesses are required to
prepare robust strategies so that to accomplish sustainability and customer appreciation. For the
major objective of receiving huge market share this is highly essential that prominent and
innovative marketing strategies are made which may lead in achievement of target in early time
along with sustainability as well. This report is prepared in the concepts of marketing aspects and
marketing mix along with background of Nestle. Nestle is a Swiss multinational food and
beverages company. The company is headquartered in Vevey, Vaud, Switzerland. Nestle is
dealing in baby food, medical food, breakfast cereals, confectionery items, dairy products,
snacks and many more. This report includes marketing plan and marketing mix for the company
so as to make path for long term goals achievements.
MAIN BODY
PART 1
Covered in PPT
PART 2 (a)
Comparison and evaluation of marketing mix of Nestle and Cadbury
Marketing mix is defined as a marketing tool in which several aspects are undertaken for
motivating employees and reaching out to maximum capacity of the business. As customers are
responsible for taking purchase decision in such a manner that organisational offerings can be
appraised (Spiteri, Olstad and Woods, 2018). This is assisting business for maintaining their
position at marketplace in order to get prominence. Marketing mix is a strategy which can be
adopted by Nestle in order to take various decision regarding promotional and pricing strategy.
Marketing mix of Nestle and Cadbury is elaborated as under:
This is helpful for business to place their product at marketplace along with attaining
prominence. This strategy can be adopted by Burberry in order to give insight for their pricing

strategy and promotional tools. The comparison of marketing mix of Burberry and Zara is
elucidated ad under:
Basis Nestle Cadbury
Product Nestle is a packaged food
company in which they are
dealing in beverages, milk
products, prepared dishes and
cooking aides and huge
varieties of chocolates. In the
overall portfolio of product the
major product of Nestle is
known to be Maggi and Kitkat.
Cash cow products for Nestle
is their beverages and eatable
products (Werner and Tang,
2017).
Cadbury is known for their
immense range of chocolates
and biscuits. Cow product for
Cadbury is Bournvita and oreo
biscuits. These products are
known at global level and
having a strong market
presence as well.
Price Nestle is following
competitive pricing strategy as
there are huge competitors to
the company those are selling
homogeneous products. On the
other hand for some of the
products such as coffee Nestle
is adopting price skimming
strategy in order to attract
healthy people and make
distinct customer base.
Company is adopting mixed
pricing strategy in order to
place their products are
prominent place. For their
premium products such as
bournvita and biscuits
company is keeping
consumption based pricing in
which huge varieties in
products are found out (Pooler,
2018)). On the other hand for
their competitive products the
company is keeping
competitive prices which are

fluctuating on the basis of
price changing by rivals.
Place Nestle is headquarter in
Switzerland and they arr
having their regional office at
various locations in the world.
They are managing robust
distribution system in which
they are proving global
presence (Pooler, 2018).
Cadbury is headquartered in
London, UK. On the other
hand Cadbury is obtained with
prominent network of
distribution in which rural and
urban areas are provided
products of the company.
Promotion In order to promote their
business Nestle is using
advertising as their prominent
approach. On the other hand
the company is using
innovative slogan for
promoting the brand.
Cabury is using newspaper,
taglines, posters, online radio
in order to promote their brand
in market. Similarly company
is using brand ambassador for
promoting their brand on
social media and tv
commercials.
People Nestle is wholly dependent on
enhancing their sales so this is
essential for them to manage
their sales team. In this regard
company is providing training
to their sales teams so that they
can meet organisational targets
in effective manner.
Cadbury is highly focused on
enhancing their sales and for
this the company is setting
quarter goals so as to make
plans for achieving the same.
On the other hand for meeting
these goals training sessions
are organised by the company
(Blythe and Martin, 2019).
Process Nestle is managing their
business at national level and
for this they are keeping robust
Cadbury is having strong
market presence and they have
their operations in all of 7

distribution system so as to
provide their product at each
territory and enhance customer
base as well (Deepak and
Jeyakumar, 2019).
continents. In order to make
high market presence company
is making effective distribution
system so as to cover all the
market segment and areas.
Physical evidence Nestle is effectively known at
global market and to maintain
this company is making
distinct slogans and
advertisements by which their
products are identifiable in the
marketplace.
Cadbury is having high
presence in the marketplace
and to maintain this company
is making distinct
advertisements so as to attract
large customer.
Tactics for achieving objectives
Tactics are known as actions and policies which are adopted by business for making path of
goals attainment. Nestle is using marketing mix for deciding upon various aspects such as
pricing, promotion and other aspects (Parsons and Lepkowska-White, 2018). Nestle is planning
to expand their business in new market segments so this is imperative that they select prominent
pricing and promotional strategies so as to meet organisational goals in effective manner.
PART 2 (b)
Marketing plan for the organisation
A marketing plan is known as the action plan which is sued by company for making their
proposed plan a success (Hanssens and Pauwels, 2016). For expansion of business this is
required by the company that they put high emphasis on enhancing their customer portfolio and
sales. For this purpose marketing plan is requisite to be adhered and followed. In the context of
Nestle marketing plan is elaborated as under:
Company overview: Nestle is a Swiss multinational food and beverages organisation
headquartered in Switzerland. Nestle is the largest food and beverages company in terms of gross
revenue. Nestle is running near about 450 factories and covering 189 countries. The company is
employing more than 339000 employees and their prominent shareholders is L'Oreal which is

the largest cosmetics company. Nestle was founded 1905 and it grew significantly in a very fast
speed.
Executive summary: Nestle is planning to produce new range of chocolates which is Fruit
pulp chocolates. In the current market, customers are prone to adopt such natural and real based
products and pulp chocolates are one of the finest option to go for (Liu and Burns, 2018). These
chocolates are made from natural fruit pulp in which Nestle may enhance their brand image and
brand recall value as well. This product is innovative so Nestle may get high assistance in
earning huge profits.
Vision: Vision of Nestle is to intensifying their brand image and brand recall value in the
marketplace by rendering distinctive products to their customers.
Mission: Mission of Nestle is to enhance their customer base by integrating their product
portfolio and meeting needs of their customer in appropriate manner.
Objectives: The prior objective of Nestle is to enhance their customer sales by launching
new range of cosmetics. The company is making plans for enhancing market share by 15%
within next 12 months.
Situational analysis: SWOT analysis is performed as under:
Strengths Weaknesses
 Nestle is a well known brand and
emphasised on individual branding so
their new product is capable for
capturing new customers and market as
well (Armstrong and et. al., 2018).
 The company is laced with effective
research and development department
which is helpful for them to understand
taste of their customer and modify
product offerings.
 Nestle has faced so many controversies
and maggi controversy is one of the
prominent one. This affected image of
the company in negative manner.
 The company is managing brand under
umbrella group so this is difficult for
them to manage all these brands in
together.
Opportunities Threats
 In current time people are inclined
towards packaged food which is helpful
 In the sector of food and beverages
tough competition is faced by Nestle

for the company in expanding their
market in desired manner.
 The company is providing clear
labelling to their products which is
enhancing opportunities for business
expansion in various market segments.
and this is giving threat to the company
in market expansion.
 Prices of natural products are quite high
due to which tough competition is
faced by Nestle within marketplace.
Strategy:
Segmentation Segmentation is categorised as the procedure under which on varied aspects
customers are divided, in the context of Nestle the company is dividing their
customer on the basis of behavioural aspect.
Targeting Nestle is utilising target strategy in which social media marketing is used by the
company for their product promotion.
Positioning Nestle is using value based positioning strategy in which high advantages are
being given to the company (Kapferer and Bastien, 2017).
Tactics: 4p’s of marketing mix
Product Pulp chocolates are made by using pulp of fruits in which high naturalism is being
given to the product.
Price Premium pricing strategy are used by Nestle as due usage of natural pulp is costly
which crates a standards in marketplace to attract a range of customers.
Place Pulp chocolates of Nestle is available at stores and for this company is making
strong distribution system.
Promotion Nestle is planning to utilise social media marketing in order to promote their new
pulp chocolates. On the other by advertising on TV company is spreading
awareness regarding their product.
Budget estimation: The company has estimated £ 140,000 for developing and launching
this product as given below
Specifics Amount (£)

Latest technologies 80000
Promotional strategies 20000
Product development resources 20000
Training and development 20000
Monitoring Control: For recognising success of the project company is required to examine
marketing plans. For this Nestle is trying to compare actual and expected performance so as to
determine any variations.
CONCLUSION
From the above detailed report this can be deduced that marketing department is one of the
prominent department which is having vast roles to execute. The marketing department is trying
to put their efforts for satisfying their customers by recognising their needs and fulfilling the
same by product offerings. Marketing mix is a tool which is used in order to examine various
aspect in marketing plan. Similarly marketing plan is a detailed justification of marketing tactics
and activities which are going to take place within marketing process.

REFERENCES
Books and journals
Armstrong and et. al., 2018. Marketing: an introduction. Pearson UK.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
Hanssens, D.M. and Pauwels, K.H., 2016. Demonstrating the value of marketing. Journal of
Marketing. 80(6). pp.173-190.
Kapferer, J.N. and Bastien, V., 2017. The specificity of luxury management: Turning marketing
upside down. In Advances in Luxury Brand Management (pp. 65-84). Palgrave
Macmillan, Cham.
Liu, X. and Burns, A.C., 2018. Designing a marketing analytics course for the digital age.
Marketing Education Review. 28(1). pp.28-40.
Parsons, A.L. and Lepkowska-White, E., 2018. Social media marketing management: A
conceptual framework. Journal of Internet Commerce. 17(2). pp.81-95.
Pooler, J.A., 2018. Demographic targeting: the essential role of population groups in retail
marketing. Routledge.
Pooler, J.A., 2018. Demographic targeting: the essential role of population groups in retail
marketing. Routledge.
Spiteri, S. A., Olstad, D. L. and Woods, J. L., 2018. Nutritional quality of new food products
released into the Australian retail food market in 2015–is the food industry part of the
solution?. BMC public health. 18(1). p.222.
Werner, C. H. and Tang, M., 2017. Essentials of the Management of Creativity and Innovation in
Education, Business, and Engineering. In Handbook of the management of creativity
and innovation: Theory and practice (pp. 347-364).