Marketing Essentials

This document discusses the marketing essentials and marketing mix strategies of Cadbury, a UK based confectionery organization. It covers the roles and responsibilities of the marketing department, analyzes the marketing mix strategies, and formulates a basic marketing plan for launching a new product. The document also includes a SWOT analysis, objective, strategies, marketing mix, cost structure, and monitoring and control measures.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY 1....................................................................................................................................3
Covered in PPT.......................................................................................................................3
ACTIVITY 2....................................................................................................................................3
Marketing Mix for the company in comparison to the competitors.......................................3
Formulate and evaluate a basic marketing plan for concerned organisation..........................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing can be defined as an activity with the help of which the satisfaction of the
customer is managed by identifying their needs and wants. By anticipating the needs and wants,
the companies can determine the product that they can offer in the market (Baack, Harris and
Baack, 2013). The organisation promotes its products and services with the help of various
promotional strategies such as advertisements, discounts, and many more with the aim of
creating awareness of their products. For accomplishing the organisational objective various
marketing mix strategies are formulated which include strategies related to products, price, place
and promotion. In this report, the organisation taken into consideration is Cadbury, which is a
UK based confectionery organisation and has been operating in different countries. The
headquarters of the company is in London and is owned by Mondelez International. In this
report, various roles and responsibilities of the marketing department, their integration with other
departments of the organisation are discussed. For analysing the current performance of the
company the marketing mix strategies of the company are analysed. Apart from this marketing
plan is developed with the help of which the company can launch a new product. It includes
various strategies and tactics that can facilitate the organisation in achieving their goals and
objectives.
ACTIVITY 1
Covered in PPT
ACTIVITY 2
Marketing Mix for the company in comparison to the competitors
The marketing mix is a marketing strategy with the help of which an organisation identifies
various tactics and actions that enable them to achieve organisational objective. This strategy
enables to provide the right product to the customer with the right channel at the right place and
at the right price. By adopting a marketing mix strategy Cadbury can evaluate their current
performance in the context of product, price, place, promotion, process, people and physical
evidence. Cadbury faces stiff competition from Nestle as they also provide better quality
products. To support this, a comparison of marketing strategy on the basis of 7P's of marketing is
done for both the companies that facilitate them in achieving overall organisational objective.

Basis Cadbury Nestle
Product Cadbury is a UK based company that has
been offering a wide range of products to
the customers. They have been operation
on a large scale. The company has
different product line and their products
are classified according to various season.
The categories of the products are not
restricted to the chocolate but it is extend
to the beverages, desserts etc. various
products which are offered by the
company includes Bournville, Cadbury
Dairy Milk, Cadbury Five Star, Bytes,
Pretzel, Crème Egg, Oreo, Blackcurrant
Mini Rolls, Caramel Cake Bars, Fruit
Sundae, Brunch Hazelnut and many more.
With this they can easily retain their
customers thus it enables them to manage
their market share.
Nestle is a Swiss company that has
been operating throughout the world.
They have been offering a variety of
products including beverages,
chocolate, milk products, cooking
aides, prepared dishes and many
more. Some of the popular products
that has been offered by the company
includes Kitkat, Nescafe, Dairy
whitener, Milk Maid, Maggie and
many more. By offering the quality
products the company has significant
market share as for the product such
as Bournville they have Alpino
which gives it competition. With this
they could easily manage their
revenues.
Price Various pricing strategies are adopted by
the companies as per their nature of
products and services. Cadbury priced
their products as per the quality of the
products also it depends upon the level of
competition, packaging and demand of the
product. For some of the products such as
Bornville, five star etc. the prices are kept
low so that they can target the lower
segment. While they offer various gift
Nestle does not follow single pricing
strategy for their products due to
which they have developed pricing
structure that facilitates them to
offers different prices offer different
category of goods. Some of the
pricing strategy that has been
adopted by them includes
competitive pricing, price-quality
relationship, market oriented pricing.

packages which are priced strategically.
With the competitive pricing strategy the
company could easily take competitive
advantage over their competitors.
This enables them to cater different
segments of the market.
Place The products that are offered by the
company are easily available throughout
the world. This is because of the better
distribution channel of the company.
Cadbury has distribution channel on
various levels with which they ensure
availability in both urban and rural
locations. The company has their presence
in almost 200 countries which depicts the
better distribution channel and it enables
them to improve their market share and
customer base along with increased sales.
Place strategy of the Nestle includes
the inventory, distribution channel of
the company, etc. They have a better
communication channel with the help
of which thy ensure that their product
re available in each and every store
throughout the countries in which
they are operation. They have
adopted two types of distribution
channel i.e., either directly to the
retailers or via wholesalers and
distributors.
Promotion Various promotional strategies are
adopted by the company which enables
them to reach to their customers. Cadbury
promote their products through television,
radio, print media, social media marketing
and many more. They have develop some
strong taglines with which they easily
connect with the people such as in India
“kuch meetha ho jae” attract a large
number of customers to them. With this
they can easily achieve the organisational
objectives of increasing their market share
and thus revenues for the company.
The channel of promotion that has
been adopted by the company
includes digital media marketing,
advertisement through televisions,
print media etc. Also they have their
brand ambassadors that promote their
goods and services to their
customers. With this they can easily
create awareness among their
customers for their wide variety of
products and services (Khan and
Adil, 2013).
Process The processes which are adopted by The process that has been adopted by

Cadbury for making their products
available to their customers includes
operational efficiencies, they have their
own stores along with various warehouses
from where they deliver their products
and services. They keep on updating their
technology so that they can improve their
services. With this they can easily
improve their services and customer
satisfaction.
the company is that they have
multiple stores houses in different
geographies this ensures that they
deliver goods as and when demanded
by the sellers. They have adopted
various technologies that brought
improvement in their manufacturing
process which ensure required
quality to the sales team.
People Cadbury consider its employees as crucial
assets with the help of which they
establish better relation with their supply
chain partners and the end users. They
provide trainings to them on continuous
basis as with this they have better
understanding of the companies products
and services that enable them to resolve
customers issues .
Nestle keep their employees on their
priority and for this they make their
sales team compatible by way of
trainings. This facilitates them to
improve the level of satisfaction of
the customers as well as to gather
information about the market
efficiently.
Physical
evidence
The physical evidence includes the colour
of the packaging, the logo of the
company, their website etc. which reflects
the presence of the company (Long and
Jerath, 2018). With this Cadbury can
efficiently develop trust among their
employees, customer and other related
participants.
The physical evidence of the
company includes the
advertisements, website, logo, colour
of the packaging etc. used by them
for making their customer know
about their presence.
With the help of various marketing mix strategies the Cadbury can easily achieve their
business objectives as with the help of this they can efficiently improve their sales by making
their customers aware about their products. With the increased sales their revenue will increase,

thus their profitability will improve. Also with such strategy they can make their products easily
available to their customer through in and every store.
Tactics that can be adopted by the companies for achieving their objectives
With the help of marketing mix strategy the company can easily improve their performance
but in addition to this various other tactics can be adopted by them which include benchmarking
in which they can set the performance standards (Lovelock, 2011). This will facilitate them to
efficiently measure and monitors the performance and accordingly implement the changes
required.
Formulate and evaluate a basic marketing plan for concerned organisation
Marketing plan is a document with the help of which a company plan their promotional and
advertising strategy for achieving a particular objective. Such plans enable the company to attain
their specific outcomes (Muralidharan and Raval, 2017). With this marketing plan, Cadbury can
plan their introduction of new products in the market pertaining to their specific business
objective.
EXECUTIVE SUMMARY
Cadbury is a UK based multinational organisation that has been offering a wide range of
products throughout the world. Most of their product includes chocolates, biscuits and rolls. Now
the company is planning to launch chocolate syrup with an aim to increase its market share.
SWOT ANALYSIS
Strengths Weaknesses
 The company has a strong range of
chocolates and they have a strong
distribution channel over 160 countries.
 Loyalty of the customers to the
company is high as they have been
offering as per their taste and
preference within economic prices
(Ogunmokun and Hsin Tang, 2012).
 The product is a company are found
with some defects such as in packaging,
products etc. and this affects the trust of
the customers.
 The focus on distribution channels in
the rural markets is not much which
affects the availability of their products.
Opportunities Threats
 Cadburys has the opportunity to expand  With the increase in the cost of raw

their business through the online
mediums as with this they can increase
their sales directly.
 The company can focus on distribution
channels by establishing contract with
new distributors in rural areas so that
the availability can be ensured.
material, the price of final goods
increases and this has an impact on the
sales of the company.
 Stiff competition from large companies
offering similar products such as
Nestle.
OBJECTIVE
The objective of Cadbury is to increase their sales by 20% in a time period of 6 months with
the help of their new product chocolate syrup. It will enable them to increase their market share
by 12%.
STRATEGIES
Segmentation: Companies can divide their market into different segments on the basis of
various factors such as behavioural, geographical, demographic and psychological factors.
Cadbury divide their market segment on the basis of demographic factors such as the age,
income etc. of the consumer.
Targeting: The company aims to target people on the basis of their age. The target market
segment of Cadbury lies between 10 to 40 years because people in this age group prefer to have
confectionery products more in comparison to others (Rossi, Allenby and McCulloch, 2012).
Positioning: To position their product effectively Cadbury will advertise on social media
platforms as with is they can easily target a large number of people. Also, they can provide free
samples of their chocolate syrup with any other product of the company. It will facilitate them to
increase the sale of that particular product and to create awareness of their new product.
MARKETING MIX
For effectively launching a new product it is important for the organisation to plan various
marketing mix strategies which are given below:
 Product: Cadbury is planning to launch new product that is chocolate syrup in the existing
market under the same brand.

 Price: For this product company will be using economic pricing strategy as with this they
can easily target more customers.
 Place: The product will be available on each and every store as their other products are
available.
 Promotion: For promoting the chocolate syrup the company will be using advertisement
through social media and by way of distributing free samples.
 Process: With the help of lean methodology in their process Cadbury can reduce their extra
cost.
 People: They will provide training to their employees so that they have better and detailed
knowledge of the product with which they can promote it.
 Physical evidence: The shape of this packet, the logo of the company along with various
advertisements will be the physical evidence for chocolate syrup.
COST
The cost structure which will be used for launching this product is given below that
facilitated Cadbury to procure funds and to manage their cost.
Particulars Amount (€)
Marketing 180000
Workforce 150000
Equipments 160000
Raw materials 190000
MONITORING AND CONTROL
To manage the operations efficiently it is important for the organisation to manage and control
its operations. Various marketing activities are analysed on the basis of internal audit and
promotional audit while the overall performance can be monitored by comparing the actual
outcomes with the standard outcome (Silberschatz, Galvin and Gagne, 2014). In addition to this
company can use the technique of key performance indicators for improving the performance as
with this they can measure performance on the basis of their key indicators.

CONCLUSION
It is concluded from the above report that the marketing department of the organisation
plays a crucial role in the accomplishment of the overall organisational goals. They perform
various roles such as identification of various needs of the customers, formulation of various
strategies etc. By integrating with other departments they aim to utilise the resources of the
company efficiently. In addition to this with the help of a marketing mix strategy the company
can identify their current performance and for improving their performance they formulate
marketing plan with the help of which they launch new products in the market.

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