Marketing Essentials

This presentation provides an overview of marketing essentials, focusing on the role of marketing in increasing sales and profitability. It covers topics such as the marketing mix, marketing plan, and evaluation and control. The presentation also includes a case study on Cadbury, a British multinational company in the confectionery industry.

Marketing
Essentials

Table of Content
Introduction
Marketing mix
Marketing plan
Conclusion
References

Introduction
Marketing can be defined as a study of management which is related to goods and services
offered by organisation. It consists of all the activities of organisation which helps in increasing
sales and demand of products and services offered by organisation. Marketing is a process of
promoting and advertising company’s products or services in order to communicate its features.
This presentation is based on Cadbury is a British multinational company that dealing in
confectionery industry. Company was founded in 1824 by John Cadbury

Marketing mix
Marketing mix can be define as a set of actions which help organization to promote its product in
market area. It consist of various factors which can be controlled by company and helps in
improving sales and profits of company. Different companies use marketing mix in different
ways to promote its products and services. Marketing mix includes product, price, place,
promotion, people, process, physical evidence.

Cont...
Basis Cadbury Nestle
Product Cadbury company is dealing in a
confectionery industry and developing
various food products. It is offering wide
range of products. Cadbury products list can
be categories into bars, boxes, rolls, multi-
packs, beverages, cooking products, desserts,
ice creams, biscuits etc. Some products of
Cadbury is Boost, Bournville, Dairy Milk,
Eclairs, Drinking chocolate, Bournville
Cocoa, Chocolate sprinkler, Cookies choc
chips etc. Cadbury is using more milk in this
products as compare to other companies.
Products refers to anything which is
manufactured by company in order to full fill
needs and wants of customers. Nestle
company deal in a food processing company
and offering different products as per
requirements of customers. Its products range
is can be categories into different parts such
as beverages, milk and milk products,
cooking aids, chocolates, baby food etc.
products of Nestle consist of Nescafe,
Nespresso, Acqua Panna, Buxton, Cereals,
Chef Mate, Santa Rica, Frozen food and
desserts products, Boost etc.

Cont...
Promotion Promotion play a very crucial role in
sales of products. It consist of various
tools and techniques used by
organisation to promote its products in
market area. Cadbury company is use
and creative ways to promote its
product. It is using modern as well as
traditional methods to promote its
products. Traditional methods of
promotion includes TV advertisements,
sales promotion, public relation etc. and
modern methods used by Cadbury
includes online and digital marketing.
It includes various set of activities
conducted by marketer to promote its
products. There area different activities
conduct by company to inform and
communicate its features to target
customers. Promotion strategies of this
company includes advertisements, print
media, online, publicity, sales
promotion, discounts, gifts etc. It using
famous celebrities for advertising
products.

Cont...
Process Process of Cadbury include
manufacturing process through which
company is producing its products and
delivering valuable products to
customers. Cadbury company is using
new and innovating technology in
manufacturing its products which leads
to improving in overall production of
company. Effective process will helps in
maintaining accurate demands and
supply of products in market area.
Nestle process includes using of better
and updated tools and techniques in
developing its products. This company
is using high quality of raw materials in
producing products so that organisation
will be able to offer valuable products
to customers. Nestle is offering various
other services to targeted customers in
order to maintain strong relationship
with customers.

Marketing Plan
Marketing plan is consider as a part of overall business and it is develop with special motive of
developing strategies. In order to attain goals and objective it is very important for organisation
to develop effective and efficient strategies. These strategies will help in targeting potential
customers and influencing them to purchase products offering of organisation. Cadbury company
needs to evaluate market environment as well as analyse situation which help in developing and
implementing strategies for organisation.

Cont...
Objectives:
To introduce new energy bar product with in 6 months in order to increase profitability 25%.

Cont...
Situational analysis
Strengths
Weakness
Opportunity
Threat

Cont...
Strategy: In this step of marketing planning, company needs to develop various strategies
regarding product and target market area. After analysing market environment and situation
company needs to identify right and potential customers in order to increase sales of its product.
These strategies will help in achieving set goals and objective of marketing plan.
Segmentation
Targeting
Positioning

Cont...
Action plan: After developing various strategies company needs to implement these strategies
into actual actions. In this step on marketing plan, company needs to identify each and every
detail of new launched products. For this company can use marketing tool for analysing
information about product, price, place and promotion.
Product
Price
Place
Promotion

Cont...
Forecast
In order to implemented strategies of marketing plan company needs to forecast the
requirement of market budgets. Company needs finance for actual implementing of marketing
plan and carry out its activities effectively and efficiently.

Cont...
Marketing Budget
MARKETING BUDGET
PARTICULARS I Year II Year III Year IV Year V Year
Initial money 6000 7000 12600 12800 19640
Investment 12000 12500 23840 32900 16480
TOTAL 18000 19500 35440 45700 36120
MARKETING OUTLAY
Promotion 5300 1800 6500 3500 2000
Sales publicity 3000 2500 3600 2000 2000
Direct selling 3500 2600 5000 3500 5600
TOTAL 11800 6900 15100 9000 9600

Cont...
Evaluation and Control
This is the last step of marketing plan and in this company needs to evaluate and control
task of this marketing plan. Cadbury needs to evaluate all task and activities conducted to achieve
set goal and objective. Company can not wait till end to identify and analyse activities conducted
in this process and it is very important for company to measure performance and take corrective
measures whenever required.

Conclusion
From the above presentation it can be concluded that marketing is very essentials part of
organisation in order to increase its sales and profitability. Marketing function have different
roles and responsibilities in organisation and these function will help in developing strong brand
image.

References
Cai, S. and Yang, Z., 2014. On the relationship between business environment and competitive
priorities: The role of performance frontiers. International Journal of Production
Economics. 151. pp.131-145.
Apăvăloaie, E.I., 2014. The impact of the internet on the business environment. Procedia
Economics and finance. 15. pp.951-958.
Boons, F. and Lüdeke-Freund, F., 2013. Business models for sustainable innovation: state-of-
the-art and steps towards a research agenda. Journal of Cleaner production. 45. pp.9-19.

Thank You