Marketing Essentials

This presentation provides an overview of marketing essentials, including the marketing mix and the marketing plan of Cadbury. It covers topics such as product, price, and strategies applied by Cadbury to achieve its business objectives. The presentation also includes information on the STP approach, marketing budget, and conclusion. References are provided for further reading.

Marketing Essentials

Table of Content
• Introduction
• Marketing mix
• Marketing plan of Cadbury
• Conclusion
• References

Introduction
Marketing is defined as the activities which is undertaken by
organisation for promoting buying and selling of goods and services. It
includes selling, delivering and advertising of products to customers or
businesses. It is considered as management and study of exchange
relationships. This is business procedure for creating relationship with
consumers and satisfying them by providing high quality goods and
services.

Marketing mix
Marketing mix is defined as set of actions, tactics which is used by
company for promoting its goods, products, services, brand in market.
It is collection of marketing tools which is used by firms for pursuing
marketing objectives in target market. There are 7P's of marketing mix
such as product, price, place, promotion, people, process and physical
evidence.

Cont...
Basis of Comparison Cadbury Nestle
Product It has variety of products and available at
different parts of world. It has 1 or 2 cash cows
and several lion shares of market. The
chocolates category of Cadbury are Dairy Milk,
Perk, Bournville, Five Star, Eclairs and biscuit
is Oreo. It is one of the largest confectionery
industry which is present in more than 50
countries.
Nestle has four category of business unit that is
used for managing different food products such
as beverages, cooking aides, prepared dishes,
milk products and chocolates. It includes
Nescafe, Nestle milk, Maggi Noodles, Kitkat,
Polo. Out of these, Maggi and Nestle are high
contributor for profit and growth of business.
The quality maintained by brand is high
appreciable and up to mark. Due to this
consumers can easily rely on food products of
Nestle.
Price The price of Cadbury products is decided as
per quality offered by them. Some of products
prices are high such as Bournville and some are
having low prices in order to meet needs of
segments such as Perk, Eclairs, Five Star. The
pricing strategy depends on demand, packages
and competition. According to size of product
also price is charged. It has variety of products
and pricing depends on types of consumer
purchase it. It has both high and low pricing
strategies as it is selling high volume goods. It
also sells celebration pack in millions quantity
during celebration or festive seasons. This type
of strategy can help to achieve goal and
objectives of business.
The price factor depends on market of each
individual products. For instance, Maggi and
Nescafe are priced with high margins for
organisation as comparison to competitors. It is
due to product quality maintained by Nestle.
The pricing of product is decided from
packaging and consumption based. Due to
availability of variety, customers can make
their choices on basis of their consumptions.
The prices for KitKat and Munch has high
competitive pricing. It uses competitive pricing
strategy for their consumers.

Cont...
Strategies applied by Cadbury to achieve its business objectives are
as follows:
Cadbury is largest confectionery industry which uses different effective
strategies for attainment of business objectives. They are as follows:
• Cadbury has used customer based pricing strategies for their
consumers in order to fulfil their needs and demand. As it produces
goods as per need and requirements of their target people.

Marketing plan of Cadbury
Marketing plan is defined as complete outline for effective marketing
strategies that organisation need to set up for communicating its goods
and services in market. It is formal and structured plan that is necessary
for company to ensure accurate marketing and well-planned of
offering. Here, Cadbury is planning to introduce new product in
market. The product is called “Cadbury Sugar Free Chocolate” which
organisation is going to offers to their consumers.

Cont...
Company Overview
Cadbury is considered as British multinational confectionery which is
largest brand after Mars. It is operating its business in more than 50
countries globally. This is mainly known for Creme Egg, Roses
selection box, dairy milk chocolates and others products manufactured
by it.

Cont...
Vision: The vision statement of Cadbury is to work collectively and
create brand with love of people. It provides directions to staffs about
their behaviour and inspiration for giving their best.
Mission: Cadbury means quality which is the promise made by
organisation with their consumers. The mission is building quality,
commitment towards improvement. It helps organisation to define
measure of organisation success and achieve goals and objectives.

Cont...
STP Approach
In order to identify target market, organisation has used segmentation,
targeting and positioning approach for their target consumers. They are
described below:
• Segmentation
• Targeting
• Positioning

Marketing Mix
There are 7P's which are covered under marketing mix. This is used by
Cadbury for their new product that is Sugar Free Chocolate. The
elements of marketing mix are described below:
Marketing
Mix
Description
Product Cadbury is going to launch new product that is Sugar Free Chocolate. It is
offered by organisation for their consumers who is suffering from disease
and general public. It has same taste like chocolate which is sweet and
contain less sugar. It is manufactured taking into consideration of health
standards in country and as per perspective of consumers.

Cont...
Marketing Budget:
MARKETING BUDGET
PARTICULARS I
Y
e
a
r
II
Year
III
Year
IV Year V Year
Initial money 4
0
0
0
8400 13500 13860 17640
Investment 1
1
5
0
0
12000 26840 31500 15470
TOTAL 1
5
5
0
0
20400 40340 45360 33110

Cont...
MARKETING OUTLAY:
Promotion 6450 2950 4150 3420 3330
Sales publicity 2500 1900 3500 2000 1000
Direct selling 3800 1500 5000 2900 5600
TOTAL 12750 6350 12650 8320 9930

Conclusion
From above report, it can be concluded that marketing is the most
significant activity of organisation as it requires proper strategies, plans
and budget for running their business operation effectively and
efficiently. As marketing department has various roles and
responsibilities for carrying out activities and operation.

References
• Van der Wagen, L., 2015. Events & Tourism Essentials.
Pearson Higher Education AU.
• Wilson, E. J., McCabe, C. and Smith, R. S., 2018. Curriculum
innovation for marketing analytics. Marketing Education
Review. 28(1). pp.52-66.

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