Marketing Essentials: Comparison of Marketing Mix and Basic Marketing Plan for Nestle

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................3
LO 2.................................................................................................................................................3
P3 Comparison of the manner in which different companies use marketing mix to the
marketing planning process of marketing for achieving business objectives..............................3
P4 Basic marketing plan..............................................................................................................5
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
2

INTRODUCTION
The report is on marketing essentials. Marketing essentials are the necessary elements of
marketing which are essential for an organisation to achieve growth. The organisation taken for
study is Nestle. Nestle is an organisation working in food and drink processing sector and is
based in Switzerland. The report provides explanation of the role and responsibilities in
marketing function. The report explains the marketing role and its interrelation with other
functional organisation’s units. The marketing mix elements have been explained of the 7Ps. The
report gives description of marketing plan. The ways of organisations applying marketing mix
for process of marketing planning for achieving business objectives has been highlighted.
TASK 1
Covered in ppt.
TASK 2
LO 2
P3 Comparison of the manner in which different companies use marketing mix to the marketing
planning process of marketing for achieving business objectives
7Ps of marketing mix
Marketing mix is a tools and tactics with the help of which Nestle company managers can
analyse the current situation of the market in order to develop marketing plan. This section is
focus on analysing the marketing mix of Nestle company with the Coca Cola and Cadbury. The
marketing mix includes the following elements and components: Product: This component of marketing mix define the products and services actually
promote and sell by the company. Nestle company offer variety of foods and drinks i.e.,
multiple products to the customer which is available on different flavours including
chocolates (Ravangard, Khodadad and Bastani, 2020). While on the other hand, coca cola
offers only cold drinks and Cadbury offer only flavoured chocolates which means only
single products. Price: The price of the company's products will decide whether their products are going
to attract customers or not. The Nestle company uses the cost-leadership pricing strategy
3

while on the other hand, Coca cola and Cadbury follow value-based pricing strategy to
set their price as per the quality and value of their products in market. Place: Place is the component of marketing mix which state the market area from where
the company can sell its goods to the customers. In such case, Nestle, Coca cola and
Cadbury uses both offline stores and online digital marketing place to offer and promote
its products and services (Do and Vu, 2020). But Coca cola and Cadbury rely more on
online sales while Nestle rely more on offline stores and supermarkets. Promotion: Nestle company's main focus is increasing nutritional value in their food
products while coca cola main purpose is providing only drinks which can easily refresh
the customers (Ravangard, Khodadad and Bastani, 2020). That's why Nestle uses the
advertising technique to promote its good such as newspaper, televisions etc. and on the
other hand Coca cola and Cadbury uses social media platforms to launch their videos and
marketing campaigns. People: They are the employees of the organization which carry out the daily operational
activities of business. Nestle company have large number of people irrespective of their
qualification and eduction and their main objective is to provide proper training and
development to the company. While on the other hand, Coca cola and Cadbury company
hire only high-qualified people and follows the standard operating procedure. Process: The process and system of the Nestle company put focus on availability of
goods all time at their retail store while on the other hand, Cadbury and Coca cola has put
focus on an online delivery service process which make difference between them and
Nestle (Do and Vu, 2020). Nestle company process involve product delivery to stores and
supermarkets and Coca cola and Cadbury process involve direct delivery to customer at
home.
 Physical Environment: The Nestle company sells its products in different colours
packaging in order to make it easily identifiable and also have own website which reflect
high-quality images of the products. While on the other hand, Coca cola and Cadbury
have limited packaging options as they beliefs having same packing improve their brand
image.
4