Marketing Essentials: Functions, Mix, and Plan

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