Marketing essentials

MARKETING
ESSENTIALS

Table of Content
• Introduction
• Basic Marketing Plan
• Conclusion
• References

Introduction
• Marketing is process of buying and selling of product, Marketing meets customer needs and make them satisfied.
• It includes advertising, promoting, selling, buying, taking feedback, maintaining quality.
• This presentation emphasis on developing basic market plan for “Cadbury Biscuits”.
• It recognizes marketing mix strategies to increase market share.

Basic Marketing Plan
• Executive summary
• Mission
• Vision
• Objectives

Evidence based marketing Plan
• Marketing audit - Spot analysis of “CADBURY BISCUITS” :-
• Strengths-
• Cadbury is the biggest global confectionery supplier with 9.9% of global market share.
• Cadbury has strong manufacturing competence, with innovation.
• Cadbury has successful growth through its acquisition strategy.

Marketing Mix Strategy
• Product
• Price
• People
• Promotion
• Place
• Process

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Promotion £30.00
Distribution £40.00
Rent £30.00
Other variables £20.00
Total £120.00
Budget

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• STP-
• It demonstrates links between market and company in competitive brands. Cadbury segmentation is
done on demographic basis.
• It is to target new generation as new generation wants new taste. Cadbury Biscuits taste different
from other brand biscuits by including dry fruits ingredients.
• This Cadbury Biscuits will be positioned as for category innovator.

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• Monitoring and controlling-
• To monitor the process of production of Cadbury Biscuits, Cadbury use industrial
automation to monitor and control the process. Industrial automation uses
technology of PLC, SCADA, DRIVERS.,Etc.. Which automatically controls the
process in effective and efficient manner.
• It increase ease of doing work perfectly. This will also increase the quality of
product as process will be on definite manner and the material which is used in
production will be also in correct proportion.

Conclusion
• This presentation developed a marketing plan for Cadbury to launch “Cadbury Biscuits”.
• Swot analysis had done to make marketing strategies for promoting product.
• 7P’s of marketing strategies are analyzed and implemented them in launching new product.
• Budget had been estimated for marketing Cadbury biscuits.

References
• McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to profit from
them. John Wiley & Sons.
• Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior. Current
Opinion in Psychology. 10. pp.17-21.