Marketing Essentials

This presentation on Marketing Essentials covers topics such as the application of marketing mix, evaluation of different strategies, and the organization's marketing plan. It discusses the importance of aligning products or services with customer needs and building long-term relationships. The presentation also includes a comparison between the marketing strategies of Cadbury and Nestle, focusing on their product offerings, pricing strategies, distribution channels, promotional activities, and more. Additionally, it introduces and analyzes Cadbury's marketing plan for their new product, 'Coffee Choco Shakes'.

MARKETING ESSENTIALS

TABLE OF CONTENT
● Introduction
● Comparison Between Application of Marketing Mix
● Evaluation of Different Strategies
● Introduce and Analyse Organisation's Marketing Plan
● Conclusion
● References

INTRODUCTION
Marketing is a discipline which involves
action of organizations taken to grab
customer's attention and build long-term
relationships. It basically seeks to align
products or services with customer who
wants them and ensures profitability.

Comparison between application of marketing mix
Marketing mix: It refers to set of
strategies used by company to endorse its
product or service in market. It typically
consist of 7P's, Product, Price, Place,
Promotion, Physical Evidence, Processes
and People elements. Cadbury has
objectives of increasing sales revenues
with increase in market share while Nestle
is focusing on enhancing customer
satisfaction in target market.

Product
It is goods or service that company offer in market to satisfy
customer needs and generate revenue.
Cadbury: Company has wide range of products with different
variety of each. It has various chocolates like Five star, Dairy
Milk, Bournville, etc. In beverages product line it has
Bournvita which is one of dominating product in industry.
Nestle: It has different range of products lines in beverages,
milk items, foods and chocolates. It has number of products
like Nescafe, Munch, Kitkat, Milky Bar, Maggie, etc.

Price
It is value of product or services offered in monetary terms
that customer is willing to pay. Company adopts different
pricing strategies so that it can generate revenues with profits
margins.
Cadbury: For chocolates like Dairy Milk and Bournville,
Cadbury has adopted Premium Policy because of its quality,
taste and variants it is available in market.
Nestle: Nescafe and Maggie have skimming prices according
to packages and sizes Nestle offers of these products in target
market.

Place
This factor represents important aspect of marketing strategy
because it decide place or market where it will be convenience
for customer to access the products.
Cadbury:Company uses different distribution channels like
supply chain networks, E-commerce platforms and official
websites which is widely spread and accessible by customers
Nestle: Nestle uses two types of distribution methods. One is
distribution management and another is sales network of
marketing team which is wide and extensive.

Promotion
It includes all activities like advertisement, branding, public
relations, offers that encourages customers to buy products or
service.
Cadbury: Cadbury uses different promotional tools and tag
lines for its products
Nestle: Company has strong advertising campaign which is
recognisable by Nescafe tune.

Processes
It includes all processes by which product or services are
delivered to customers, maintain relationships and
manufacturing operations of product.
Cadbury: it processes focus on providing products with ease
to customers so that it is effective in market with distribution
operations and marketing team
Nestle: It ensures that its products are available with ease on
every retails outlets with the help of distribution channels and
sales executive teams active in personal selling

Physical Evidence
Physical place is where customer and selling staff meets like
retails outlets, personal selling space, etc.
Cadbury: It's labelling and packaging is different and unique
in its colour and logo which serves as physical evidence of
company and easily recognise by buyers.
Nestle: Products of Nestle are available in distinctive
packages sizes, unique colour and printed logo which makes it
easy for buyer to differentiate it from other products.

People
It plays crucial role in achieving marketing plans because it
includes people selling product and identifying customer
needs to produce product accordingly.
Cadbury: Customer care service team is effective and active
towards handling grievances. Sales and marketing team is
efficient and trained so that they can perform with full
productivity
Nestle: It has efficient sales team which is important for any
company. It also have customer service department which
takes feedback and take actions in case of grievances

Evaluation of different strategies
Cadbury: There are different product line in which company
deals like chocolates, biscuits and flavoured food drinks
which targets every age group segments of population so that
it covers segments of market so that market share is increased.
It operates world wide and applies different pricing strategies
like skimming policies according to product quality and
competitors price. It has wide and extensive distribution
network which covers every retail outlets and multiplex stores
so that its product is easily accessible

Continue...
Nestle: There are different products like chocolates, biscuits,
Coffee, Maggie and other range which helps company to
capture big share of market by targeting different age group in
segments. There are skimming pricing strategies which is
adapted by business according to sizes and packets of
products so that every segments of market is covered. It has
strong and wide supply chain distribution which have positive
results as products are available with ease to consumers.

Introduce and analyse organisation's
marketing plan
Marketing Plan is document that brings out promotional
strategies which will be implemented by organisation to
generate revenue and reach target market. It includes
specifications of products or market and related activities to
achieve marketing objectives within specifies time. Cadbury
will introduce 'Coffee Choco Shakes' which is range of
Dessert under its brand name.

Situation
Cadbury presently deals in various range of products and will
launched 'Coffee Choco Shakes' which is range of Shakes.
Analysing current position of Cadbury with help of SWOT
analysis which examine strengths and weaknesses of internal
environment along with threats and opportunities from
external environment, are as follows:

Objectives
This step of model will study mission, vision and business
goals of Cadbury for coming years. It includes organisational
objectives that company wants to achieve with help of course
of actions to attain goals

Strategy
It includes combinations of actions and plans that will help
company to achieve organisational goals or objectives with limited
resources in specified time period.
Segmentation: It defines that how market is divided into sub
sections on basis of various characteristics like gender, age,
lifestyle, income level, etc.
Targeting: 'Coffee Choco Shake' target market will be kids and
teenager of age 7 – 20 years that also who likes to eat dessert.
Positioning: Cadbury have strong brand image that will assist new
product in promotion and trust of customers in quality of products.

Tactics
It defines all those actions taken by Cadbury to build
marketing plan to introduce new products and various other
decisions that will directly or indirectly affects new product in
market. For this company will make appropriate marketing
mix in accordance to 'Coffee Choco Shake' and frame
decisions related to product and other areas of operations.

Actions
To launch new product, Cadbury will employ factors like
specific time to launch product like some festive season in
UK, adequate sources of finance for example like retained
earnings or investors. Automated latest technology in
manufacturing so that quality is maintained and testing in
small market segments of UK in some selective cities. This
will ensure efficiency and effectiveness in introductory stage
of product launching of 'Coffee Choco Shakes' Cadbury.

Control
The most important step in SOSTAC model is controlling and
analysing whole processes to avoid delays and distortions in
maintaining quality. It starts with recording actual results with
the help of analysing performance of activity in terms of
budgets and other resources. After that comparison is done
between estimated outcomes and actual results to find out gap
between them so that it can be planned again.

CONCLUSION
From above assignment it is concluded that marketing includes all various
activities necessary to produce products and deliver it to end consumers. It
involves processes like conducting research, analysing data, producing product,
promotional activities and distribution channel. Its involves product
specifications, pricing policies, distribution channel, promotional strategies,
affected people, operating processes and physical evidence about products.
Marketing plan includes overall decisions of organisation using SOSTAC
model which analyse present situations, mission, vision, objectives, marketing
mix, implementation of actions and controlling processes to avoid deviations in
performance.

REFERENCES
● Pike, S., 2015. Destination marketing: essentials. Routledge.
● Purvis, J., 2015. Human resources marketing and recruiting:
Essentials of digital recruiting. Handbook of Human
Resources Management, pp.1-19.
● Rowley, J. E., 2017. Information marketing. Routledge.
● Rowley, J., 2016. Information marketing. Routledge.
● SHUKLA, P., 2016. Essentials of marketing research.
Stern, P. N. and Porr, C.J., 2017. Essentials of accessible
grounded theory. Routledge.