Marketing Essentials

This presentation provides an overview of marketing essentials, including the marketing mix and marketing plan. It also compares the marketing strategies of Cadbury and Nestle. The presentation concludes with a discussion on the importance of marketing and references for further reading.

Marketing Essentials

Table of Content
• Introduction
• Marketing Mix
• Marketing Plan
• Conclusion
• References

Introduction
Marketing is considered as a collection of overall activities that are
undertaken through firm to promote, sell, deliver value for satisfying the
consumers requirements into market area. This is aimed at identifying the
whole in accomplished requirements of target marketplace. Mainly it
plays role of ascertaining and examining the size of the market as well as
the potential of profitability.

Marketing Mix
Marketing mix is considered as a set of tactics, actions that is utilise
through firm in order to promote their products, services, brand etc.
into market place. This is the accumulation of marketing tools that is
applied by company to pursue objectives into target market area. This
includes 7P's such as products, price, place, promotion, people, process
and physical evidence.

Cont...
The comparison among nestle and Cadbury are mentioned below:

Cont...
Basis of marketing mix Cadbury Nestle
Product Cadbury have large product portfolio and classified
according to different seasons and sales in different
countries. In it has large no. of products that are
Dairy milk, Bournville and five star with Perk and
eclairs and in biscuit segment they have oreo. On
other hand in beverages they have bournvita that are
leader in market. Due to their products and services
they become leaders in the whole world and almost
presence in all continents.
Nestle is one of the world's largest food
company and it has almost 8000 product
range in market. They deal in dairy products
that are day to day usable and they have large
portfolio in chocolate range that are Kitkat,
Munch, Polo and milky bar and in beverages
sector consist of Nescafe which is an popular
product into marketplace. In ready to cook
food consist of Noodles, Maggi and its sauce
and many other products.
Price Cadbury are market leaders in terms of their quality
of products with price which matters a lot. As quality
of their products are high so price of their products
also high in that case. On some products in that range
are low in price such as perk, five star and eclairs.
This company used the pricing strategy as per the
demands, competition and packages. It have low and
high pricing strategy.
In case of Nestle quality of their products are
highly superior and it should be found that
price of their products less in comparison to
their major competitors. In context of Nestle
it occasionally see that products are available
in varied sizes at variation of costs. This uses
the high competitive pricing strategy.

Cont...
Physical evidence In their physical evidence consist of
taking best experience of consumer,
asking questions about taste and
preferences of them. Their product
packaging should be attractive that helps
to grab attention of large no. of consumer
base.
Nestle give memorable experience to
their consumers by establish coffee
corners in which people spend
quality time and share to others. They
have various shops and restaurants
that provide important attributes to
consumers.
People Cadbury build their products majorly for
children's and people who love sweets.
They focus on building products and
services according to needs of consumers,
suppliers and buyers and other people.
In case of Nestle they have talented
and enough competitive staff
members by giving training and
development to enhance productivity
of them so that better results should
be achieve.

Marketing Plan
Marketing plan is considered as a complete outline for effectual
marketing strategies which firm required to establish for
communicating their products or services into market place. This is a
structured as well as formal plan which is essential for organisation to
assure efficacious marketing and well planned of offerings.

Cont...
Overview of company
Cadbury is the fastest growing and well known British multinational
confectionery that is the biggest brand after Mars. They are operating
in approx 50 countries internationally. It is basically for its roses
selection box, dairy milk, crème egg and many another products that
are produced through this.

Cont...
Vision: Cadbury vision statement is to perform accumulatively as well
as develop brand with individual love. This facilitates guidance to
employees regarding its inspiration and behaviours so that they can
perform with full potential.

Cont...
Strategic objectives
The various strategic objectives that is regarding Marvel sugar free cup
cakes as well as plans develop through organisation for introducing
products into market area are mentioned below:
• For Marvellous sugar free cupcakes, firm is planning to launch
social media campaign by which organisation can purpose for
enhancing 20% social media traffic in upcoming 5 months.

Cont...
Product Description: Marvellous sugar free cupcakes is new kinds of
cakes that respective company is planning to launch for their clients
that is innovative offerings at market area. The product have entered
into cake segment. There are several audience who are having diabetes
as they are not able to eat cake which contains sugars. In their products
they includes stevia leaves which are beneficial for them.

Cont...
Segmenting, Targeting and Positioning
Cadbury needs to identify customers and market before marketing and
selling of Marvellous sugar free cupcakes. Positioning of product to
targeted market and segmented market will help in earning market
share and profits.
• Segmentation
• Targeting
• Positioning

Cont...
Marketing Mix:
It is significant for company to use marketing mix so that its plan
regarding marketing can be executed efficaciously and Cadbury can
launch its new product s “ Marvellous sugar free cupcakes” easily.

Cont...
Marketing budget: Marketing budget aids organisation to study the
cost in developing marketing plan and its procedures so that Cadbury
can get knowledge regarding the expenses which can be incurred in
each step related to launching Marvellous sugar free cupcakes are:
MARKETING BUDGET
PARTICULARS I
Y
e
a
r
II
Yea
r
III
Year
IV
Year
V Year
Initial amount 3
0
0
0
750
0
1150
0
15660 15540
Investing 8
5
0
0
900
0
2000
0
28000 13500
TOTAL 1
1
5
0
0
165
00
3150
0
18460 29040

Cont...
MARKETING OUTLAY
Promotion 5000 2850 3050 3560 3000
Sales
advertiseme
nts
2000 1800 3000 1500 1100
Direct
selling
3500 1600 4500 2500 4600
TOTAL 10500 6250 10550 7560 8700

Conclusion
From the above report it have been concluded that marketing plays
significant role in firm in order to sell their products to the audiences
and try to satisfy their demands. Herein, there are some marketing
concepts that are product, marketing, societal etc. Roles as well as
responsibilities that performed by marketing functions are promotion,
market research and so on.

References
• Dioko, L. D. A., 2016. Progress and trends in destination
branding and marketing–a brief and broad review. International
Journal of Culture, Tourism and Hospitality Research. 10(1).
pp.5-13.
• Karnaukhova, N. A. and Polyanskaya, E. V., 2016.
Communication and reputation as essentials for the positioning
of an organization. AI & society. 31(3). pp.371-379.

Thank You