Marketing Essentials

This document provides an overview of marketing essentials and strategies for business organizations. It discusses the marketing mix, tactics, and marketing plan for Cadbury. The document also includes study material and solved assignments on Desklib.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Covered in PPT................................................................................................................................3
TASK 2............................................................................................................................................3
Marketing Mix for the organisation.......................................................................................3
Tactics adapted by the business organisation in order to achieve the objectives of the
organisation............................................................................................................................6
Marketing plan for the organisation.......................................................................................6
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Marketing define as the activities which assist a business entity in order to promote their
offerings at the competitive market so that they will be able to develop awareness among their
target customers. It is associated with the exchange relationships among the customers as well as
concerned highly with satisfying needs of users with the help of continuous market research. In
order to perform a detail analysis related to different aspects of marketing, Cadbury is chosen as
the base organization. This organisation was formerly known as Cadbury's which is a British
international confectionery fully owned by Mondelez International. Headquarters of the
company is located at Uxbridge, London, UK. In current report, different sort of key roles as
well as responsibilities related to marketing function will be covered in this report. Apart from
this, relationship of marketing with different departments are also going to be discussed. In
addition to this, marketing mix along with their application to the marketing plans are discussed
in association with attainment of organizational goals. Further more, marketing plan for the
company Cadbury are also going to be framed who introduce a new product which increase their
sales as well as market base.
TASK 1
Covered in PPT
TASK 2
Marketing Mix for the organisation
Marketing mix define as a framework used by large number of business organizations so
that they can attain their targets in an effective manner. In reference to Cadbury management
team of the company use this tool in order to examine different strategies and tactics so that they
can improve their sales and profitability. Below mentioned is the comparison between Cadbury
and Nestle are going to be discussed as follows in a detail manner:
Strategies/ Mix Cadbury Nestle
Product Cadbury is a well known confectionery
company which provides range of products
across the whole wide world. They offer dairy
milk, bournville and many other products to
The products offered by Nestle
are divided into five main
categories which consist of
various product lines including

their customers which consist of beverages,
biscuits, deserts, ice cream and so on.
milk as well as nutrition
products, beverages, infant
products, prepared dishes &
cooking, chocolates and many
more.
Price The prices of offerings are directly associated
with the quality and quantity of the products.
Each commodity have different pricing
strategy which are economic whereas some of
the products consist of premium pricing
strategy as they are high quality products.
In relation to Nestle pricing
strategy is competitive. They
also decide to adopt premium
pricing strategy for their high
quality innovative products so
that they can capture huge
market share.
Place Cadbury products can easily be available all
over the world as they have strong
distribution channel. This will ensures
availability of offering in each and every
location which help them to attract customers
from every place.
Nestle directly sell their
products with the help of
retailers and different
supermarket stores. In addition
to this, they follows intensive
marketing strategy with the help
of which they consist of more
of retailers with them so that
they can ensure the availability
of their offerings in various
stores at different places.
Promotion Cadbury adopt different sort of digital
channels in order to develop awareness about
their products among the customers. They
emphasis more on conducting emotional
advertising with the helps of which large
number of customers can easily be connected
with them. Along with this, I they highly
Nestle usually promote their
products with the help of both
digital and traditional marketing
methods. They advertise their
offerings through TV as well as
radio advertisements. In
addition to this, they use

influence the buying behaviour of customer in
order to buy their products. Cadbury adopts
local languages and regional accent in order
to communicate their message which assist
them in order to easily connect with their
target market.
traditional approach for
personal selling which assist
them in order to establish
effective communication
channel with the retailers.
People Cadbury adopt different trainings sessions in
order to enhance the skills of their staff
members so that they produce high quality
products with the help of lower wastage. They
commonly target youth as well as children as
comparison to the elders. But the promotion
of there products are so attractive and
influential which as a result attract elder
people towards them too.
Nestle having huge workers to
whom they provide continuous
improvement training and
development session so they
can solve any sort of issues
faced by workers in an
appropriate manner. In addition
to this, they have strong
network in order to which they
can effectively communicate all
the functions in a systematic
and well defined way.
Process They regularly check their whole procedure of
production, methods of their product
packaging along with distribution which assist
them in order to maintain their quality. The
procedure of converting raw material into
finished goods within Cadbury which they
manage with the help of keeping records of
each and every activity.
Within Nestle management
team installed systems which
they used in order to update
their inventory. Along with this
they ggathr feedbacks from the
users in order to modify their
process.
Physical
Evidence
The physical evidence in context of Cadbury
are the wrappers, pamphlets, logo, brochures
of the products offered by them. They attract
customers towards them by adopting unique
The colour combination of there
product packaging are highly
attractive and unique which can
help customers in order to easily

packaging and attractive features. identify and attract them
towards their offerings. This
makes the users in order to
easily locate their offerings of
Nestle even in a busy store.
Tactics adapted by the business organisation in order to achieve the objectives of the
organisation
Tactics define as the strategies used by the business companies so that they can attain their
goals and targets in a well defined manner. Cadbury adopts different sort of marketing strategy
tactics which consist of segmentation, targeting positioning, various promotional as well as
packaging strategies which assist them in order to achieve their goals along with their targets in a
systematic way. After identifying specific segment they adopt various advertising and
promotional methods as per the requirements and needs. They adopt marketing mix method
which assist them in order to plan different factors like packaging, prices, channels which can be
used by them in order to fulfil their needs and demands. Apart from this, the strategy used by
them are benchmarking which assist them in order to take competitive advantage. This helps
them to improve the performance of their team by setting standards for their employees on the
basis of the company they have benchmarked. This will aid them in order to perform all their
functions in a systematic manner.
Marketing plan for the organisation
Marketing Plan define as a document which provides different sort of strategies used to
attain organizational goals as well as targets. This plan help an organisation to conduct its
investigation related to pricing, promotion, target market for their products. In relation to
Cadbury, marketing plan for the company are as follows:
Executive summary: To raise the organisation customer base, Cadbury decides to
launch sugar free diet chocolates in order to attract diabetic and fitness freak customers. For this
marketing team of the company develop a marketing plan so that they can examine the situation
and develop strategies accordingly in order to launch their product in an effective manner.
Overview of the company: Cadbury is a biggest multinational confectionery business
entity owned and managed by Mondelez international. They are well known for the products

offered by them such as cookies, chocolates, Creme egg and so on. Cadbury provide wide range
of products to their customers and maintain the quality of their products to retain their customers
for longer duration. In addition to this, advertising campaigns conducted by Cadbury are so
impactful and strong which can attracts huge number of customers towards them.
Vision: The vision statement of the company is to develop brand loved by people by with
the assistance of working together.
Mission: Their mission statement is that they wants to provide high quality product and
service to their customers which is being promised by them. In this context, company emphasize
on continuous improvement in order to ensure the quality.
Objectives: Their main objectives is to raise their sales by around 10 % within next 6
months whereas increase customers base by 15%.
Situation Analysis :
 SWOT Analysis :
Strengths Weaknesses
 Cadbury have strong brand image and
loyal customer which make it easy for
them in order to launch new product at
the competitive marketplace.
 The promotion strategies adopted by
them are very strong which establishes
positive relations with their end users.
 Cadbury having strong distribution
channel which considered as the
biggest strength of the company which
help them to maintain their global
presence.
 The biggest weakness faced by Cadbury
is that they need to conduct extensive
market research while launching new
product and services.
 The prices of commodities become
issues as they have high pricing product
due to its high quality production
process.
Opportunities Threats
 Number of the people who are fitness
freaks and are diabetes patients
increases which provide opportunity to
 Customers are the biggest threat as they
can easily switch to different brand so
easily if the getting high quality

the company in order to raise their
market share.
 In the present situation, customers
prefers sugar free and healthy
chocolates over sweets..
products in low price.
 Another threat is that sugar free and diet
chocolates easily be imitated by
different competitors.
Strategies:
Segmentation Segmentation define as an approach which assist in categorizing the huge
market area into different segments as per the features and characteristics
of the market. Cadbury segments the whole market according to
demographics as well as psychographics factors. In reference to sugar free
and diet chocolates, customers are distributed on the basis of their lifestyle
where they prefers premium products.
Targeting It is linked with targeting the whole segments for their product sugar free
and diet chocolates on the basis of the segmentation of the market. In this
context, targeted customers are those people who are health conscious and
usually suffering from diabetes.
Positioning Positioning define as placing the offerings at the marketplace. In this
reference, Sugar Free and diet chocolates are positioned by higher
authorities in different retail stores and supermarket.
Tactics: In order to launch new product at the marketplace in a successful manner,
marketing mix define as the tactics used by the Cadbury marketing team. Below mentioned is the
detailed description of marketing mix:
Product Cadbury provide range of high quality and innovative products and for
this higher authorities of Cadbury is planning in order to launch a new
product which is Sugar free and diet chocolates. There main aim is to
grab the attention of people who are health conscious and diabetics

products.
Price As Cadbury adopt various pricing strategy and in reference to their sugar
free and diet chocolates company adopt premium pricing strategy. Reason
behind this is that they provide high quality products and services to their
customers which requires premium products.
Place Products of Cadbury can easily be available to each and every stores such
as retail stores, general stores as well as supermarkets. These Sugar free
and diet chocolates available in every stores.
Promotion Cadbury promote their products and services with the help of television,
digital media and various social media. For their new product which is
sugar free and diet chocolates social media is the method adopted by
them to grab attention of customers towards them.
People Cadbury develop employees competence and train them in order to beat
the competition by producing high quality products and services.
Process Cadbury regularly check their procedure so that they can ensure
effectiveness and efficiency of the business. For sugar free and diet
chocolates, same procedure is adopted by higher authorities to attract
customers towards them.
Physical Evidence The uniqueness of their packaging, wrappers, logo considered as
evidence for the products. In the context of sugar free and diet chocolate
these are the physical evidence designed to influence the buying
behaviours of customers.
Action plan: Action plans define as the documents which aid the company in order to
list down different steps need to be follow in order to achieve their targets. In reference to
Cadbury, higher authority of the company prepares the budget plan assist them in order to keep
their expenses as well as revenues in control. Along with this, budgets can easily be prepared as
well as presented them to the finance department so they can gain funds from them accordingly.
In this context, marketing budget used by Cadbury are as follows:

Control and monitoring: It is essential to the business entity to effectively control as
well as monitor their functions to attain their targets effectively. It can be done only by
reviewing, examining as well as tracking the performance. In reference to Cadbury, controlling
and monitoring are usually done by the management team of company by effectively auditing the
reports. This will aid them in order to monitor the quality of product which will reduce the
overall risks associated to the wastage as well as possibility of the activities.

CONCLUSION
With the assistance of above stated information, it can be said that marketing is one of the
most effective function on the basis of which overall success and growth of the company is
decided. In addition to this, it is essential for a business organisation in order to identify their
target market as well as segment their customers for the new product launch. By adopting
marketing mix strategies it will aid in identifying different factors such as prices, features of the
products etc. It has also been concluded with the assistance of the above report it can easily be
understood that the roles of marketing department are essential which help them in getting
opportunities in an effective manner at the competitive marketplace Also with this their
interrelationship with other department is also to be considered as decisions of marketing
department are influenced by them. Apart from this, marketing plan of the company are included
in this report which help in developing innovative strategies and policies for the attainment of
organizational goals and objectives in timely manner. In addition to this, I a budget plan is also
going to be developed which is for the new product launch of the company which is sugar free
and diet chocolates.

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