Marketing Essentials: 7 P of Marketing Mix and Marketing Plan

This presentation on Marketing Essentials covers the 7 P of Marketing Mix and the development of a marketing plan. It explains the importance of marketing in promoting products and satisfying customer needs. The presentation also includes a case study on Cadbury and its marketing strategies.

MARKETING ESSENTIALS

Cover Content
◦ Introduction
◦ Comparison of 7 P of Marketing mix
◦ Marketing Plan
◦ Conclusion
◦ References

Introduction
Marketing is a set of various activities for promoting products or services to consumers with a purpose to acquire
maximum profit share by satisfying their requirements and want. These activities help in attracting consumers
for longer period of time. It mainly focuses on communicating and delivering of goods or services to customer.
Products are developed according to the needs and wants of consumers. Marketing plays an essential role in the
growth or development of a product. Marketing function's major aim is to foster product as well as brand which
helps in influencing customers to purchase same goods and services. This PPT is reflects on 7P of Marketing and
also marketing plan is developed which is helpful in promoting products and services of firm.

Organisations apply the marketing mix
◦ The term marketing mix was introduced by Neil Borden in the year 1953 and further this concept was
extended by James Culliton in 1948. This term refers to mixture of several ideas and plans which are followed
by marketing representative for promotion of a particular product or brand. Marketing mix includes multiple
areas of focus as part of comprehensive plan. This focus helps in taking strategic decisions while launching
new products or modification in existing products.

Cont.….
Basis of Marketing mix Cadbury Nestle
Product Cadbury offers wide variety of products consisting of
chocolates, beverages, snacks, candy, biscuits and milk
additives. In chocolates it includes brands like dairy
milk, five star, eclairs and perk. In biscuit product line,
it offers under brand name Oreo and milk additives
includes bournvita. It is leading chocolate industry in
the world as it has strong line up of products. Products
of Cadbury are made up from real chocolate and fresh
milk. Main objective of company is to sustain at
marketplace and by satisfying needs and wants of
consumers cadbury can effectively achieve its business
objective.
Nestle is biggest competitor for Cadbury which deals
in different categories. It has around 8000 brands
with variety of products. It includes coffee Nescafe,
nestle slim, nestle milkmaid, Maggie, pasta sauce,
kitkat, munch, polo etc. The main objective of
company is to attract and retain more and more
customers and for this they are providing better
quality products to their customers .

Price Cadbury has introduced various products for different
market segments as customers have different expectations
of price form product. Cadbury uses competitive pricing
strategy for basic products whereas, premium pricing on
other variants. Also, Cadbury never increases cost but
there is reduction in weight. Cadbury has many variations
of products in chocolate segment and pricing of each
chocolate is based on type of customers going to buy it.
Therefore, maximising returns includes maintaining right
price level for each segment. Main objective of company
is to maintain the competition at marketplace with the
help of low price company can easily achieve its business
objective.
Price of products is based on quality of products. For
example, price of coffee is relatively high as compared to
other competitors. So, more customers get attracted to buy
it at any cost because of good quality and taste. It is also
observed that bulk discounts are given in various stores
like big bazaar. In chocolates segment competitive pricing
strategy is followed. Thus, pricing strategy of nestle is
based upon competitor, quality, geography being served
etc. Main aim of the company is to maintain competitive
environment at marketplace. By offering schemes and
attractive offers company can achieve its business
objectives .

Place Cadbury distribution channel is widespread and effective. It is
present in urban as well rural areas. Cadbury follows same
mantra of FMCG marketing which is breaking the bulk.
Cadbury is present in 200 or more countries. Distribution
Channel costs is very high as consumer base is very high
(Lane, 2015). Distribution channel of Cadbury is
Company>>C&F
agent>>Distributors>>Retailers>>Consumers. Cadbury has
strong presence in market so, products are easily available
within 2 minutes’ reach from any of local retail shops. Major
objective of cadbury is to capture every country across the
world. By increasing its distribution channel company can
grab more and more customers.
Nestle follows FMCG strategy of distribution which involves breaking the
bulk. It has strong marketing and sales network with a good distribution
channel. Nestle regularly introduces trade discounts and various schemes
to maintain the level of motivation among channel members. The main
challenge comes in distribution of chocolates as there are many
competitors in market. Main aim of the company is to increase its
distribution channel for which they start capturing rural as well as urban
areas.

Promotion Cadbury adopts different and unique promotional strategies for its
products. It has strong and major customer base. Cadbury uses above
the line (ATL)and below the line (BTL) marketing. Due to this brand
recall is very high and people always remember Cadbury whenever
they are buying a chocolate. By regular promotion of products
company can maintain competitive advantages at market place.
Nestle uses various sources and methods to
promote its products like billboards, newspapers,
TV commercials posters etc. Nestle brand is
pushed by excellent product quality (Larson and
Draper, 2015). The major promotional tool used by
nestle is sales promotion on ground level. It also
uses above the line (ATL) marketing. Hence, it has
very high brand recall value. Main objective of
company is to achieve maximum revenue as
compared to its rivalry companies which will
further help them in promoting their brand in
innovative manner.

People People are most important element of any service
or experience. Cadbury emphasis on providing
regular training and development to workers so,
that there is effective and efficient use of
ingredients (Pappas, 2017). This also helps in
producing good quality products which helps in
maximising customers’ satisfaction. Cadbury
mainly targets youngsters and children rather than
elders. Effective staff will help the company in
achieving its goals and objectives.
Employees and managers within company helps
in supporting the growth strategy of particular
products. Also, Nestle retains skilled employees
by providing them training sessions to handle
queries so that they can provide better customers
services. With the help of skilled employees
company can produce good quality products
which will increase the market share of the
company.

Process Production process when completed than products are
transferred to wholesalers and then stored in bulk in warehouses.
These bulk of products is break down according to requirements
and then send to retailers which are than purchased by end
consumers. Production process of the company is effectively
managed by the team which help them in achieving their
organisational goal.
The company has been manufacturing the products by
processing it using better technology. Customer service is
important and a key determinant of trust. So, Nestle adopts
customer oriented services in which they provide after sale
services to maximise customer satisfaction. As, a result of
this, emphasis is placed on educating the employees
therefore, translating the core elements of the brand.
Physical evidence It also provide guidelines about the products by giving them
brochures and pamphlets (Pike, 2015).
Also, processes and ways of working are continuously reviewed
(across all departments) to maintain a very high level of service
and to ensure the smooth running of operations all over the
world.
Nestle has created a better evidence connectivity by setting
up of coffee shops with their logos of Nescafe on vending
machines, better seating arrangements, ambience and
uniform for all workers as all these factors contribute to
create a better physical environment for customers. For
attracting more and more customers towards their brand
company can improve their promotional activities. For
example attractive logos and stores.

Basic marketing plan for Cadbury
◦ A marketing plan is blueprint which outlines marketing strategies to attain marketing objectives within
specific time period. It has a formal structure, but can be used as informal or formal document which
makes it very flexible. It depicts about the actions to be taken by company in order to implement its
marketing strategy and resources required to accomplish the organisational objectives. It includes
historical data, future predictions, and methods to achieve marketing objectives
◦ Company overview:- Cadbury is leading British multinational confectionery company which is wholly
owned by Mondelez international.

Cont.…
◦ Vision:- Its vision is promotion of brands carrying mass franchise without compromise on quality, better product
quality and packaging. Also, efficient working capital management and increasing marketing depth.
◦ Mission:- Mission statement of Cadbury simply says that “Cadbury means quality”. Our reputation is to build
upon quality, our commitment to continuous improvement will ensure our promise. Also, to increase width of
chocolate consumption, maintaining leadership and be a significant leader in gifting segment.
◦ Objective:-Objective of Cadbury is to be world's biggest and best confectionery company. Objective of Cadbury
is to extend its product width by launching a new product i.e. cold coffee
◦ Offerings:- Cadbury offers its products and services all over the world including UK, Canada, India etc. Cadbury
offers a wide range of products including chocolates, beverages, snacks, candy, biscuits and milk additives.

Cont.…
◦ Market analysis and research:- it is very important for Cadbury to conduct a formative market analysis in
effective manner and allocate necessary prevailing future trends
◦ STP approach:- STP stands for Segmentation, targeting and positioning. It shows the link between overall
market and how company choose to compete in that market.
◦ Segmentation: It is process of dividing market into smaller groups with similar products needs for the purpose
of selecting appropriate target markets
◦ Targeting: A target market is a group of people, to whom organization wants to sell its goods and services.
◦ Positioning: It refers to place of a product in minds of customers and how it is distinguished from the products
of its competitors

Cont.…
◦ SWOT Analysis: - SWOT analysis is a tool which is mainly used by company or
enterprise in order to identify the strength and opportunities.
Strength Weakness
 Wide range of products which helps in retaining consumers for a long period of
time is the greatest advantage for Cadbury.
 High recognition of brand in the marketplace which helps in achieving competitive
advantages in the market.
 One of the biggest advantage for Cadbury is its innovative and successful
commercials and market campaigns.
 Strong R&D and innovative marketing campaign can help the company in
acquiring market shares.
 Health conscious people avoid purchasing sweets and chocolates which decrease
the market share of Cadbury.
 Controversies affect the brand image of the company and reduce the sales volume
of products.
 Company adopt different plans and policies which sometimes loose coordination
with other departments. It will affect the working culture and environment of
Cadbury
Opportunities Threat
 Cadbury can increase its distribution channel by reaching its approach to rural
areas.
 By adding new products or other food items company can diversify their existing
products. For example, chocolates.
 With the changing taste and preference of consumers’ company can add different
flavour to attract new customers
 One of the major threat for Cadbury is substitutes available at marketplace.
 Increase in transportation and raw material cost, can decrease the overall profit of
the company.
 Increased competition from international and domestic chocolate brands will be a
threat for company.

Cont.…
◦ Budget: - It is a financial statement which represent the estimated amount, which is required by an
organisation to perform their various marketing activities.
◦
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 6000 8500 12000 14500 18350
Investment 12000 14000 25500 32000 13500
Total 6000 22500 37500 46500 31850
Marketing outlay
Promotion 6500 3200 4300 3300 3250
Sales publicity 2200 2100 3300 2200 2000
Sample distribution 4200 2500 6000 3000 4650
Total 12900 7800 13600 8500 9900

Cont.…
◦ Monitoring results of marketing plan:- It is process of evaluation and control of marketing plan. This
is the last phase of marketing plan. The marketing plan should not only be implemented but it should be
constantly reviewed, evaluated and adjusted as per needs of company and wants of company. Efficient
monitoring of marketing plan ensures that investment is not wasted. At the beginning of each marketing
effort, monitoring tools should be implemented for better results

Conclusion
◦ From the above PPT, it has been concluded that, in every organisation marketing department plays very
important role. It helps in promoting a product at market place by using various promotional techniques for
attracting more customers towards their product and company. Along with this marketing department is
interlinked with every department of an organisation. Efficient and accurate communication between every
department in an organisation makes a good and strong connection, which also set a benchmark for the
competitors at marketplace. Marketing helps in providing better services to their customers and fulfil their
needs.

References
◦ Campbell, R., Martin, C. and Fabos, B., 2018. Media essentials: A brief introduction. Bedford/St. Martin's.
◦ Cavusgil, S. T., and et. al., 2014. International business. Pearson Australia.
◦ Cohen, W. A., 2005. The marketing plan. John Wiley & Sons.
◦ Dioko, L. D. A., 2016. Progress and trends in destination branding and marketing–a brief and broad review.
International Journal of Culture, Tourism and Hospitality Research. 10(1). pp.5-13.
◦ Duffett, R. G., 2017. Influence of social media marketing communications on young consumers’ attitudes. Young
Consumers. 18(1). pp.19-39.
◦ Gillespie, K. and Riddle, L., 2015. Global marketing. Routledge.
◦ Griffitts, M., 2016. Human resources marketing and recruiting: Essentials of internship management. Handbook
of Human Resources Management. pp.103-118.

◦THANK YOU