Marketing Essentials: Strategies and Tactics for Business Success

This document provides an overview of marketing essentials, including the marketing mix, tactics used by organizations, and the development and evaluation of a basic marketing plan. It covers topics such as comparing marketing strategies, analyzing market performance, and implementing effective promotional activities. The document does not specify a specific subject, course code, course name, or college/university.

Marketing essentials

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Covered in PPT.......................................................................................................................3
TASK 2............................................................................................................................................3
Part A...............................................................................................................................................3
1) Compare the ways in which different organisations apply the marketing mix to the
marketing planning process to achieve business objectives...................................................3
2) Evaluate different tactics applied by organisations............................................................5
PART B............................................................................................................................................6
Produce and evaluate a basic marketing plan.........................................................................6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is referred to as a set of activities with the help of which the need and want to the
customer the identified so that better value can be deliver to them for their satisfaction.
Organisation promotes their product and services for creating awareness among the customers
regarding their offerings which facilitates them to enhance their market share and increase their
profitability (Dioko, 2016). All the department of the organisation work with better coordination
and by integrating their efforts so that overall performance and productivity can be improved as
well as optimum utilisation of resources is ensured. This report is based upon Cadbury which is
UK based multinational organisation owned by Mondelez international. The company offers a
wide range of such as chocolates, cookies, chocolate syrup and spreads etc. In this report roles
and responsibility of marketing function along with their interrelation with other department is
discussed. Also for analysing the current performance marketing mix strategies of the company
are analysed.
TASK 1
Covered in PPT
TASK 2
Part A
1) Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives
Marketing mix is referred to as a strategy or tactics that enables an organisation to enhance their
sales. With the help of this Cadbury can analyse the current performance of the company by
analysing their products, price, place, and promotion related strategies in comparison to their
competitors (Fuller-Love, 2020). The comparison between Cadbury and its competitors Nestle is
given below:
Basis Cadbury Nestle
Product Cadbury is a UK based company that
offers a wide range of products to the
customers such as chocolate, biscuits,
Nestle has been operating in multiple
countries with their wide range of
products such as milk products,

syrups, spreads etc. Their brand dairy
milk with large variants in it. It has
been operating in various countries
which facilitate them to achieve their
objective of enhanced market share.
chocolates, toffees, Maggie etc. They
provide significant level of
competition to Cadbury in every
segment.
Price The prices of the products that are
offered by them are dependent upon
quality. For some of the products they
charges premium prices while some of
the products are offered at economic
prices. This enables them to tap a large
market by catering all income level
people.
The pricing strategy of Nestle is
similar to that of Cadbury. For some
products they charge high prices
while for come they charge economic
prices which depend upon the quality
of the products and the cost
(Gbadamosi and Yusuf, 2016).
Place Cadbury has been operating in more
than 200 nations with all of their
products. Their products are available
in each and every store due to their
efficient channel of distribution. This
enables them to increase their sales by
ensuring availability.
The company has been operating on
international level and their products
are also available on each and every
store. Their better network ensures
their goods and services in rural and
urban areas.
Promotion For promotion of the products they
have been advertising creatively with
attractive taglines. They promote their
products through newspaper, posters,
television, radio and online media etc.
With this they ensure competitive
advantage over others as this develops
emotional attachment with the
customer (Gultek and Heroux, 2019).
The focus of Nestle is on the
traditional method of promotion
along with social media advertising.
With their promotional efforts they
have significant market share
throughout the world.
Process Efficient processes has been adopted The process that they focus upon is

by the company which facilitate them
to operate better such as they interact
with their suppliers through software
for accurate information, update their
machineries, have their stores and
warehouses in all the major locations.
This facilitates them to increase their
sales with better efficiency.
they have large number of stores in a
geography which enables them to
ensure availability of their goods.
Also they consider innovate their
machineries on continuous basis due
to which their cost reduces thus
increase their profitability.
People The employees are treated as assets
and for this consistent trainings are
provided to them so that they can
achieve their sales target by efficiently
managing the channel partners and
operations of the organisation.
Nestle consider their employees as
their priority and due to this they
provide them various trainings so
that they can made competent
enough to manage the role.
Physical
evidence
The packing of the company, their
logo, advertisements etc. are
considered to be their physical
evidence with the help of which the
customer can easily recognise their
products.
Their physical evidence of Nestle
also includes their logo,
advertisement of social media, as
well as their website (Gursoy and
Chi, 2018).
2) Evaluate different tactics applied by organisations
The tactics which are applied by Cadbury for accomplishing their business objective
includes marketing mix strategies which facilitates them to plan their pricing for the product,
promotional activities of the products, the distribution channel etc. Also they use benchmarking
technique which facilitates them to set standard for their performance on basis of the
performance of others in the industry. With these two tactics they can easily enhance their
market share by increasing sales because marketing strategy enables them to create awareness
among the product and in convincing the customers to make purchases.
Marketing planning processes and marketing strategy:

The marketing process is related with determination of the needs and wants of the target
market so that various opportunities prevailing in the market can be identified. On the basis of
which the target market is identified by the organisation such as Cadbury. The strategies are
formulated by the marketing department as per the prevailing situations for which the market is
analysed in terms of the competitors actions, threats to their operations etc. With better
identification of target market and strategies a company can ensure accomplishment of their
objectives easily with efficient market share and profitability (Pantano, Bassano and Priporas,
2018). All these actions can be classified as analysis, planning, implementation and control.
According the objectives of the business various strategies for marketing are formulated such as
marketing mix strategies, strategies for targeting the customers and the positioning of the goods
etc.
PART B
Produce and evaluate a basic marketing plan
Marketing plan is a document with the help of which various strategies are identified that are
to be undertaken by the organisation for achieving their marketing objective. Such strategies
include various promotional strategies, pricing strategies etc. That facilitates to increase the
revenue of the organisation (Perreault, 2018). For Cadbury a marketing plan has been developed
with the help of which they can launch their new product by determining their segmenting,
targeting and positioning strategies along with their internal capabilities and competence.
Executive summary: Cadbury is a UK based multinational company that has been offering
a wide range of product such as chocolates, cookies, spreads etc. The company is owned by
Mondelez International and its headquarters are in London. In addition to the existing product
the company is planning to launch coffee under their brand with the aim to enhance their market
share. To launch this product efficiently this marketing plan is developed for the Cadbury.
SWOT analysis:
With the help of SWOT analysis, the internal capabilities and competence of Cadbury can
be analysed along with their weaknesses. This will facilitate to efficiently plan the strategies to
be undertaken.
Strengths Weaknesses
 The distribution channel of the  The company faced various

company is strong due to which they
have reach to each and every store in
rural as well as urban area. Also, the
customer awareness about their
products is high.
 As they are offering both economic and
premium-priced products, they have
better brand loyalty and satisfied
customer (Chaudhary, Khan and Ali,
2017).
controversies regarding the worms and
Cockroaches in the products which
affected their brand image adversely.
 Few instances related to product recall
affected the brand image of Cadbury as
it had a negative impact on the
customer.
Opportunities Threats
 The company has opportunity to
expand their market share by
diversifying their product range in
related food segment.
 With the increasing use of online
sources for making purchases the
company has opportunity to increase
their sales online medium.
 The increasing health consciousness of
the people can reduce the demand of
sugary products such as chocolates,
cookies etc. which will have a direct
impact on the sales of the company.
 The increasing level of competition
from the local brands as well as
international brands such as Nestle has
an impact on strategies of the
organisation (Chuang and Hu, 2017).
OBJECTIVE:
The objective of the company is to enhance their market share by 15% within a period of
6 months by increasing their sales by approximately 30% with the launch of their new product
that is Cadbury coffee. The performance can be measured with the help of the benchmarking
technique and the objective can be made attainable with participative leadership style.
STRATEGIES:
 Segmentation: An organisation segment their market on the basis of geographical,
demographic, behavioural and psychological factors of segmentations (Pollock and
Edwards, 2019). The Cadbury segment their market on the basis of demographics and

behavioural factors and similar factor will be taken into consideration for the new
product.
 Targeting: The Cadbury target children and families belonging to different income
groups with their different products but for this product, they are going to target people
between the age of 20 to 50 as they prefer coffee more.
 Positioning: For positioning efficiently the company focuses on aggressive promotional
techniques so that they can create awareness for their products. For positioning coffee
they will distribute samples to their channel partners and will advertise it through various
mediums.
MARKETING MIX
For efficiently launching a new product in the market various marketing mix strategies need
to be planned so that objective can be achieved (Caliskan, 2019). Marketing strategy for cadbury
coffee is given below:
 Product: The product that the company is planning to launch is ready to make coffee
powder.
 Price: The product will be offered in the market with economic pricing strategy the target
all the income group for the product.
 Place: With better distribution channel the products will be made available all the stores
across all the nations in which the company has been operating.
 Promotion: To promote coffee Cadbury will focus upon advertisement through
television, social media platforms and newspaper advertisement as the targeted income
group uses these sources.
 People: They will provide training to their employees so that they will have better
understanding about the product (Stephens, 2016).
 Process: They will be manufacturing coffee in large quantity in different lots with which
they can reduce their cost and can ensure availability of their product.
 Physical evidence: The product will be made available in sachet and in glass containers
with logo of Cadbury which will become the physical evidence.
COST
The cost of undertaking this project is given below which includes the estimated cost of various
activities:

Particulars Amount (€)
Marketing 130000
Workforce Training 100000
Equipments 110000
Raw materials 150000
MONITORING AND CONTROL
For monitoring and control of the activities the internal audit technique will be taken into
consideration as with this they can monitor the use of resources and performance of the
individuals (Abedi and Abedini, 2017). Also with the help of key performance indicator and
benchmarking technique Cadbury can ensure accomplishment of the objective by comparing
actual performance with a standard performance which will be decided on the basis of
performance of the best performer in the industry.
CONCLUSION
It is concluded from the above report that an organisation need to analyse the role of
marketing function so that organisation objective can be achieved efficiently by integrating the
efforts of all the other functions within the organisation. For analysing the current performance
of the company their marketing mix strategies must be analysed that comprises of strategies
related to the product, price, place, promotion, etc. In addition to this, it is concluded that for
launching a new product all the strategies must be planned and it can be done with the help of a
marketing plan which includes strategy is related to the target market, prices, promotional
technique, etc.

REFERENCES
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