Marketing Essentials

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.