Marketing Essentials: Functions, Mix, and Plan

This document provides an overview of marketing essentials, including the functions of marketing, marketing mix analysis, and creating a marketing plan. It includes a case study of Cadbury and its marketing strategies. The document covers topics such as product, price, place, promotion, physical evidence, process, and people. It also includes information on segmentation, targeting, and positioning. The marketing plan of Cadbury is discussed, including its objectives, budget plan, and STP approach.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
P1 ...........................................................................................................................................3
P2 ...........................................................................................................................................3
TASK 2 ...........................................................................................................................................3
P3 ...........................................................................................................................................3
TASK 3 ...........................................................................................................................................8
P4 ...........................................................................................................................................8
CONCLUSION .............................................................................................................................10
REFERENCES .............................................................................................................................11

INTRODUCTION
According to the business world, marketing is a concept related to the tasks and activities
of how a company is involved in promoting products. The main motive of marketing is to make
sure that products of the company are meeting the demands and needs of the customer. Any
business's success depends upon the way by which it conducts marketing activities and
campaigns (Cavusgil, and et. al., 2014). This is essential for the marketing department of the
company to be more active in order to attain the sales objectives of the company. The following
report is divided into two parts – Part 1 includes powerpoint presentation which includes
functions of marketing function and how these are related to organisational context. Part 2 is a
report that includes marketing mix of two companies dealing in the same sector. Also there is
marketing plan given in this report. The company considered in this report is Cadbury which is a
British multinational confectionery company that is owned by Mondelez International . The
founder of this company was John Cadbury and it started in the year 1824.
TASK 1
P1
Covered in ppt
P2
Covered in ppt
TASK 2
P3
Marketing mix is defined as the set of actions, plans and tactics used by promoting brand
or product within the market (Groucutt, and Hopkins, 2015). Marketing mix analysis is
increasingly used by companies to analyze their strength and weakness (7Ps Marketing Mix,
2019). There are some factors included in the marketing mix on which company is evaluated
and these are Product, Price, Place, Promotion, Physical evidence, Process and People. The
marketing mix of Cadbury and it's competitor Nestle is given below. The comparison between
their marketing mix will help to know what are the strength and weakness that a company is
having.

Elements Cadbury Nestle
Illustration 1: marketing mix, 2019

Product Cadbury is a company that
offers a wide range of products
and it has strong product mix.
There are various products that
Cadbury offers to people in
different countries. The
product mix of Cadbury
includes candies, gums,
chocolates, beverages,
biscuits,etc (Marketing Mix of
Cadbury, 2018). Bournvita is
the market leader in milk
additives.
The product strategy and
product mix in Nestle
marketing strategy is explained
by the following points. Nestle
is largest food company of the
world. There are around 8000
brands which provides wide
range of products in market.
The main products on which
this company focuses is dairy
products, chocolates , ready to
cook foods and beverages.
Price Cadbury uses different pricing
strategies for it's products.
These are skimming pricing,
economy pricing and bundle
pricing. According to the
skimming pricing, prices are
set high for taking advantage
of customer's desire towards
new product or design. Some
products of Cadbury are set
higher prices than competitors
such as Cadbury Silk,
Bournville, Oreo biscuit, etc.
This is type of pricing which
comes out with different
variants of the main product
for reaching large audience.
The bundle pricing of Cadbury
The price of product is based
on the quality of offered
products. The pricing offered
by Nestle are more than it's
competitors. For instance, the
price of Maggie noodles is
higher than Yippee noodles or
wai wai.

allows to sell multiple
products at lower rates At time
of festivals. Cadbury offers
bundled products at discounted
prices.
Place The products of Cadbury are
available across the world.
Cadbury has a major impact on
global market due to the robust
distribution channel. Products
of this company are available
in both rural and urban areas.
The revenue and sales of
Nestle are generally from
European countries. This
company follows a FMCG
channel of distribution.
Consumers of Nestle can buy
through retailers. These
companies offers discounts
and tactics to products. In this
way. The distribution channel
is kept busy. Various discounts
are offered to Distributors for
buying weak products.
Promotion Promotion plays an important
role in the marketing mix of
Cadbury. This company uses
proper mix of BTL, ATL and
digital channels in order to
create awareness and
promotions of the product.
Promotional and advertising
strategy in Nestle marketing
strategy includes it come sup
with new and innovative
marketing ideas. The
marketing mix promotional
strategy for Nestle emphasises
on extensive advertising and
marketing for brand and
products. Nestle has always
used above the line marketing
strategy. This is a strong

product portfolio which makes
it different from competitors.
Different ways by which
Nestle do promotion are
hoardings, online
advertisements, print, etc.
Physical evidence This is known as the proof or
presence of physical evidence
that service or product was
delivered (Hair Jr, and et. al.,
2015). The physical evidence
means how a business and it's
products are perceived within
the marketplace. Cadbury is an
organisation that keeps a
record of all experiences
which it is getting by physical
questioning, buying behaviour
of consumers and providing
proper guidelines regarding the
products which they are
purchasing by providing
pamphlets, brochures to
customers.
Nestle sells its products in
distinct colour packaging that
easily identifiable on retail
shelves. These are placed on
special shelves that are
provided by the company.
These also have a distinct
design and colour. This
company has an online website
which is user friendly and
allows customers to view
products in high quality
images.
People People are the most important
factors while building of any
organisation because these are
directly involved in the
recognition of market and this
matter must be realised by the
Nestle has people who are
working under it's sales team
and this plays an important
role in marketing efforts. The
people working in the
customer service department

customers. Generally this
company targets children and
young adults.
are contacted by customers in
case of any issues within
service or product. Suppliers
of Nestle helps in maintaining
and improving quality of the
final product produced.
Process Cadbury keeps record of
different processes that it
performs. This helps in
maintaining a good
observation on all business
operations that take place
within the organisation.
The products of Nestle are
available at retail stores by
using system which notify
when inventory level are low.
The online delivering process
of nestle are received in
computer system and on the
basis of these orders inventory
is shipped to the delivery
service provider.
TASK 3
P4
A marketing plan is simple document that reflects thoughts and views of marketing
department of the company (Muller, 2019). Each and every company develops marketing plan
for predicting and estimating the success of new product (Kladou, and et. al., 2016). This helps
in analysing whether new product or service introduced by the company will earn profits or not.
This enables to know actions that can be taken by the marketing department for effectively
advertising products of the company. The steps involved in marketing plan of Cadbury are given
below-
 Company overview: - This is a British organisation located in West London. This is a
chocolate company that provides candies and chocolates to customers (Hugos, 2018).
This organisation was started in the year 1824. Cadbury is operating in approximately
more than 200 countries around the world (Lane, 2015). This company is working since
many years and meeting the needs and demands of customers.

 Vision : - To work effectively and develop the brand image and reputation of the
company.
 Mission: To offer quality services and products to customers which have exquisite and
good taste.
 Objective: - The Objective of Cadbury is to maximise the profit of the company by
launching a new product in marketplace. Cadbury is launching new product naming
strawberry and chocolate mix chocolate (Larson, and Draper, 2015). This is a chocolate
which is made of fusion of strawberry and chocolate. Cadbury has SMART objective i.e.
capturing market share of 15% in UK market within a year.
 STP approach: -
Segmentation: - This is defined as process for dividing the potential customer group.
Cadbury has chosen two categories of customers i.e. based on demographic and another is based
on behavioural.
Targeting: - It is defined as way by which potential market is divided by the company.
This segmentation is important as it helps in analysing the behaviour of various potential
customers. method of dividing market into various segments (Malhotra, 2015). Segmentation is
done on the basis of various customer groups. The target customer group of Cadbury are children
between 4 – 17 years. Also the segmentation of customers has stretched from children to adult
age group.
Positioning: - This is known as the positioning of products and services in marketplace (.
Pappas, 2017). This company analyses the customers and on the basis of this, Cadbury is
utilising festive and occasion time for positioning of products within marketplace.
 Budget plan : The manager of Cadbury has prepared budget which will be helpful for
next 5 years which is shown below:-

CONCLUSION
From the above discussion, it is concluded that marketing is an important function and
department of the organisation. The main objective of this is to provide quality products to
customers by conducting an effective market research. A marketing mix analysis is helpful for
the companies to analyse as it helps in knowing what are the weakness and strength of company.
This will help to know what are the ways by which an organisation can develop new strategies
and plans so that products of the company are promoted effectively and sales of the company is
increased. The marketing plan of the company includes, vision, mission and objective of the
company. It also includes aims and objectives of the company and SMART goals that the
company has to achieve within specified time frame. The marketing essentials include all the
above factors so that they are able to manage marketing activities effectively.

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Online
7Ps Marketing Mix, 2019.[Online]. Available
through:<https://www.smartinsights.com/marketing-planning/marketing-models/how-to-use-the-
7ps-marketing-mix/>

Marketing Mix of Cadbury, 2018. [Online]. Available
through:<https://economictimes.indiatimes.com/definition/marketing-mix>