Marketing Mix for the organisation - Assignment
Added on 2021-02-19
15 Pages4735 Words72 Views
Marketing Essentials
Table of ContentsINTRODUCTION...........................................................................................................................3ACTIVITY 1....................................................................................................................................3Covered in Booklet.................................................................................................................3ACTIVITY 2....................................................................................................................................3Marketing Mix for the organisation.......................................................................................3Tactics applied by the organisation to achieve the objectives of the organisation ...............7Marketing plan for the organisation.......................................................................................7CONCLUSION..............................................................................................................................13REFERENCES................................................................................................................................1.........................................................................................................................................................2
INTRODUCTIONMarketing is related to all the business activities which helps them to promote or selltheir products and services in the market by creating awareness amongst the target audience sothat they can be induced to purchase their products and services thus increasing their sales andprofitability. Marketing is related to exchange relationships with the customers and concernedmajorly with satisfying their needs and wants through continuous market research so that theirchanging demands can be handled well by bringing innovative products and services in themarket. It also includes advertising, selling and delivering products to right customers, on theright time, at right place and according to customer specifications and requirements. All theaspects related to product development, distribution methods, sales and advertising, publicrelations and customer support are all related to marketing processes in a business. For a detailedanalysis of various aspects related to marketing, Cadbury is taken. The company was formerlyknown as Cadbury's and Cadbury Schweppes and is a British multi-national confectionery whichis wholly owned by Mondelez International. It has its headquarters in Uxbridge, London, UK. In present report, key roles and responsibilities of marketing function in the context of thecompany will be discussed along with their relation to marketing environment and other businessfunctions. Further, marketing mix and their application to marketing plans in relation toachieving the company objectives are discussed. A marketing plan is also drawn so that thecompany can introduce its new product in the market in order to increase its sales and marketbase.ACTIVITY 1Covered in BookletACTIVITY 2Marketing Mix for the organisationMarketing 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 originallythere were 4Ps of marketing but now 7Ps are considered by the marketers. This tools helps themarketing 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 (Scarborough, 2016). The7Ps that are applied by Cadbury in their planning process are:Strategies/ Mix Meaning CadburyNestle ProductA product is an offeringthat an organisationoffers to satisfy the needsand wants of thecustomers which can bea product or service. Thismix helps the marketingdepartment to takevariousdecisionregarding design of theproduct, range and lineof the product, managingthe product life cycle etc.Cadbury offers a widevariety of productsworldwide. They have astrong chocolate businesswhere their key productsare dairy milk, bournvilleetc. The other productsthat are offered by themincludesbiscuits,beverages, rolls, deserts,ice-creams and manymore (Jones and Rowley,2011). The products of Nestleare categorised into fivebroad categories whichbelongs to differentproduct lines such asmilk and nutritionproducts, infant products,beverages, prepareddishes and cooking,chocolates, vendingfoods and services etc. Price Prices is the amount thatis paid by the customersagainst the goods andservices they procure.The organisation candetermine their pricingstrategy,paymentmethods, discounts thatcan be offered, tactics ofpricing etc. with the helpof this pricing strategy. The prices of theproducts are directlyrelated with the quality ofthe products. The pricingstrategy in Cadbury isdifferent for differentproducts such as foreclairs, five star, perkthey uses economicpricing while for theproducts like dairy milk,bournville, oreo biscuitsthey uses priceskimming. To increasetheir sales, they useThe pricing strategy ofNestle is competitivepricing strategy. Theycurrently use Bundlepricing strategy and alsokeep prices high forthose goods which theysell online as it includesthe charges of delivery.They are also planning touse price penetrationstrategy in order toincrease their marketshare (Joshi, 2012).
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