Marketing Essentials

This presentation provides an overview of marketing essentials and focuses on Cadbury's marketing plan. It discusses the objectives, segmentation, targeting, positioning, and monitoring of marketing activities. The presentation also includes a PESTLE analysis and business plan objectives and dates. Overall, it highlights the importance of marketing in increasing sales and profitability.

MARKETING ESSENTIALS

Cover Content
 Introduction
 Marketing plan
 Conclusion
 References

Introduction
 Marketing is defined as the process of building relationship with consumers for promoting
their products. Marketing plan is defined as the document which is used by marketing
managers to evaluate the activities involved in execution of project in future. The marketing
manager of Cadbury has made an effective marketing plan to be executed for increasing sales
and profitability

Overview of the company
 Cadbury is a multinational Brand which deals in chocolate products and food items. This company offers a
variety of chocolates including fruit and nut, 5 Star, crackle, etc. Different discounts and offers are
provided to people on products of Cadbury.
 Mission: Cadbury believes in providing high quality products to its people and building good
brand image.
 Vision: Cadbury's vision is to improve brand image and reputation and become priority of people
when it comes to chocolate and milk items.

Cont.…..
 Marketing objectives:
 The main aim of the company is to increase its sales by 10% in 5 months.
 To introduce a new product Cadbury juices in the market and maximising market
share by 15% in 5 months.

Cont.…..
 SEGMENTATION
 Segmentation means selecting target customers from whole population
 TARGETING
 In Cadbury, age group between 6 to 16 years of age group is selected as the target group for
conducting research.
 POSITIONING
 Product is established in market and before this needs and requirements of customers are
analysed. Several offers and discounts can be offered on Cadbury products at special occasions

Cont.…..
STRENGTH WEAKNESS
 It is a multinational company which is offering products at reasonable
prices.
 The brand image in front of customers is high.
 It is a chocolate manufacturer and people have become health
conscious and avoid chocolates nowadays so sales is decreased.
 Products are not available in rural areas.
THREAT OPPORTUNITY
 Increment in price of raw material is a big threat to the production of
chocolate and milk products.
 New companies offering similar products.
 It has a great opportunity in expansion of market in rural segment.

Monitoring and Control:
 When the marketing budget is evaluated, the management ensures that each operation is
functioning properly. Controlling and monitoring of all business activity will help in
accomplishing project successfully

PESTLE Analysis
Marketing activities and strategies of the organisation are impacted by
several external factors of environment (Baker and Saren, 2016).
These includes social, economical, political, technological,
environmental and legal factors. Cadbury's marketing strategy and
planning is effected by change in any of these factors.

CONTINUE.....
Political factors: As Cadbury is an international brand and for market
expansion in new countries it has to follow all regulations followed in that
country. It is easier for company to avoid unnecessary governmental
conflicts and issues.
Technological factors: The change in technology is adopted by Cadbury to
make their customers satisfied and happy. Cadbury uses attractive media
advertisements, online advertisements, 3D printing technology for
marketing their chocolate products.

CONTINUE....
 Economic factors – The business of Cadbury depends on inflation rate,
gross domestic product ratio, economy rate of the country, etc.
 Social factors – Social factors that affect Cadbury business are
 Environmental factors- Cadbury analyses different environmental
factors like climate conditions, heat, temperature, etc.
 Legal factors – The legal issues that are included for analyzing
cadbury's market plan includes rules and regulations that are given by
government of country.

BUSINESS PLAN OBJECTIVES AND DATES
Marketing objectives:
 The main aim of the company is to increase its sales by
10% in 5 months.
 To introduce a new product Cadbury juices in the
market and maximising market share by 15% in 5
months.

PROJECT DATES
Test thoroughly before launch 15th June - 20th June
Invigorate the team 22nd June
- 27th June
Prepare for increase of sales 28th June - 2nd July
Establish metrics 3rd July - 7th
July
Launch product 8th July - 13th
July
Feedback 14th
July - 20th July

Conclusion
 From the above specified report it has been concluded that marketing is a basic function
of an organisation to increase sales and profits. Marketing of products is essential for
determining the demands and requirements of customers. There are Key roles and
responsibilities of marketing function in an organisation for effectively introducing
products in marketplace.

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