Marketing Essentials: Strategies, Tactics, and Objectives

This presentation provides an overview of marketing essentials, including strategies, tactics, and objectives. It discusses the marketing mix and its role in creating effective strategies. The presentation also includes a comparison of Cadbury and Nestle's marketing approaches.

Marketing essential

Table of content
 Introduction
 Marketing mix
 Tactics and objective
 Marketing plan
 Conclusion
 References

Introduction
The marketing mix include seven p's that is product, price, place, promotion,
physical evidence and people. Its provide the valuable guide for Allocating the
resources and also in allocating the responsibility (Marketing mix, 2019). In this
context, marketing mix play important role for creating the right strategy. Nestle
is a Swiss multinational company which deal in the same sector of Cadbury and
providing competition to each other. Comparison of the both company on the
basis of marketing mix.

Marketing mix of different organization
Basis Cadbury Nestle
Product
The product range of Cadbury is
very large. In this company
products are classified according
to the seasons and according to the
sales of each country. On the other
hand Ca product are also based on
occasions like Halloween and
Christmas. Cadbury now venture
into ice-creams and biscuits
segments
Nestle is worlds largest food and
nutrition company and under this
brand name 6000 pounds products
are available. This company
produce both kind of product that
is daily use product and
occasionally used product

Basis Cadbury Nestle
Price
Cadbury set the price of its
product on the basis of quality.
In this context for some product
prices are high and for some of
them prices are low.
In Nestle flexible price are the
key of this company in global
markets. Nestle use the wide
range of pricing strategy from
which they can maintain there
rate at a sustainable positions.
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Basis Cadbury Nestle
Place
Product of Cadbury is
available all over the world. It
has huge impact in the global
market because of its
distribution channel it has.
Nestle operates its main business in Europe from
where they almost get the highest revenue. In this
company the product are not directly provided in the
market the full procedure is followed in this which
several steps included such as manufacture ,
distributor, whole-seller, retailer and than finally to
the customers.
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Basis Cadbury Nestle
Promotion
Cadbury has its different
promotional and advertising
strategy. In this company
promotional strategy are done
through television, posters,
newspapers, online radio.
The promotional strategy of
Nestle is very well planned, this
company provides its
advertisement on electronic and
print media with having its sign
board.
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Basis Cadbury Nestle
Physical
evidence
This physical evidence include experience of
product which allow customer to measure about
product. Cadbury apply different packaging on
its product at time of festive seasons so that large
number of customers get attracted towards offerings
and to provide the great experience to its customers
Nestle is also having its unique
identity with its unique
combination of colours in
packaging of products.
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Basis Cadbury Nestle
People
In Cadbury 70000 of employee
who are working in this company
to maintain the brand image of
compay. These employees has
effective and efficient skill in term
of understanding the need of
customers in best manner.
In Nestle there are around 30000
employees who are working in
company. These employee play
important role in term of achieving the
desired objective of organisation.
Employee of Nestle having effective
skill of leadership and management
which gives positive impact in term of
handling the situation in easy manner.
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Basis Cadbury Nestle
Process
Cadbury company is using the
best way to produce the product.
They manufacture the quality
based product for its customers.
In this context, Supply chain
system of cusdbusry is very
good which maintain the good
brand image.
This Nestle company follows
FMCG channels for
distributing its product. Product
of Nestle directly supplied to
the retailers and wholesalers by
warehouse firm.
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Tactics and objective
Cadbury operates its business at all over the world with having the good brand image. This
company uses different kind of tactics to achieve organisational objectives. Tactics are
considered as the short term planning which is use by organisation to achieve its objectives.

 Push strategy : In this strategy promotional activities are applied for the
distributor, whole seller and retailer to push the product to its customers.
 Pull strategy: in this all the activity are done for the customer. For
example- advertisement , discount in stores etc. are the some example of pull
strategy.
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Marketing plan
Marketing plan is defined as the overall business plan in which all strategy and
plan are discuss which is implemented in future. Proper plan of Cadbury is
mentioned below:
Overview of organisation:
Cadbury is a Multinational company which of food and beverage and
provide the services across the world. This company was established in 1824 at
England by John Cadbury.

Mission: Provide quality product to its customer and continue improvement.
Vision : “ working together to create brand people love”
Objective:
Maximize the profit by 10 % within 1 year.
In UK revenue of fruit juice will reach up to 500 pound within 6 months
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Situation Analysis
Strength • Cadbury has its high brand image across the world
and this brand image work positively for cadbury for
producing its new product “Cadbury fruit juice”in the
market(Min, 2015)
• Cadbury provides the wide variety of product to its
customers with having good quality of product.
Weaknesses • This company has its controversies regarding its products
in news.

Opportunity • This company should take the steps to provide its
Cadbury in rural areas and they can also provide
new Cadbury fruit juice.
Threat
• This company has its higher competition from
international and local chocolate brand which can
affect market share of company.
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PESTLE
Political factors: when company distribute its product in different country so there is
various rules and regulations of the country which affect the production of Cadbury.
Economic factors : economic give greater impact on business operations. Cadbury
operates in various county so if any country is facing inflation problem than the customer
having less buying power so the profit rate of Cadbury is decreases Cadbury introduce its
product in the country who is having good economic positions.

Sociocultural factors: in this factors Cadbury should take care about the culture of
the country.
Technological factors: Technology works effectively for producing the product.
Environmental factors: now day consumers is more aware about the issues of
environment.
Legal environment: when company is entering into a various market around the
globe than they have considered various patents and laws that is exist in a certain
country in order to enter in market.
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 Strategy : Organisation has in order to expand the business and meet the
outcome, used market P’ strategy in relation off effective organisation growth.
 Tactics
Segmenting
Targeting
Positioning
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Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 7000 10000 12000 10000 10000
Investment 3000 18000 25000 35000 18000
Total 10000 28000 37000 45000 28000
Marketing outlay
Promotion 12000 4000 9000 10000 4000
sales publicity 4000 5000 4000 4000 4000
Direct selling 4000 15000 5000 4000 4000
Total 50000 23000 18000 18000 16000
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Coherent evidence- based marketing plan
 Marketing mix is defined as the interrelated variable of 7 PS.
 Product
 price
 Place
 Promotion
 People
 Process
 Physical evidence:

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From the above discussion it has been concluded that marketing play an essential
role in organisation. In marketing there some key role and responsibilities of the
marketing function which is making effective strategies and plan for the product.
This function are are related with various different function of organisation.

REFERENCES
 Aghazadeh, H., 2015. Strategic marketing management: Achieving superior business
performance through intelligent marketing strategy. Procedia-Social and Behavioral
Sciences. 207. pp.125-134.
 Akbar, F., and et. al. 2017. Niche marketing strategy framework for SMEs: A
conceptual framework.
 Albano, A., 2015. Decision support databases essentials.
 Astuti, R., Silalahi, R .L. R. and Wijaya, G. D. P., 2015. Marketing strategy based on
marketing mix influence on purchasing decisions of Malang apples consumers at Giant
Olympic Garden Mall (MOG), Malang City, East Java Province, Indonesia. Agriculture
and Agricultural Science Procedia. 3. pp.67-71.

Thank you