Marketing Essentials

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
PART A...........................................................................................................................................1
Covered in PPT................................................................................................................................1
P3 Compare various ways by which marketing mix is applied to the chosen organisation.......1
PART 2............................................................................................................................................4
P4 Formulate and evaluate a basic marketing plan for concerned organisation.........................4
CONCLUSION ...............................................................................................................................6
REFRENCES...................................................................................................................................7

INTRODUCTION
Marketing are those set of activities that has been operating and producing various
offerings over the customer needs with requirements. In business organization promotion and
advertising is done for the product with different channels and large number of persons is
required to acknowledge through services in proper manner. Promoting of product that has to be
produced by the firm for making targetting possible of customer at large. In this file the
organization that has been taken in relation is Nestle that is an Swiss based confectionery
organization which performs operations at global level. The organization has its headquarters in
Vevy Switzerland. In this report various responsibilities and roles is there for marketing
functions. This is an interrelation of marketing with different organizations functions to be
mentioned in proper way. For evaluating of current performance in an organization. In the end
basic marketing plan is there for choosing an company that has to be prepared to make increase
of sales in considerable manner.
PART A
Covered in PPT
P3 Compare various ways by which marketing mix is applied to the chosen organisation
Marketing mix is being defined as that kind of business tools that has been including
various kinds of tactics and actions that is been used by an business organization in order to
make product and services to be sold in huge numbers. This is going to allow Nestle for
evaluation of its performance within the market in proper way by comparing performance with
Hershey's and is operating in same industry. In relation to marketing mix that is performed as
follows:
Basis Nestle Hershey's
Product Nestle is an Swiss based organization
that has been operating at global level.
The organization is having very wide
product line and includes milk
Is an American based organization
and consist of variety of products like
chocolates, flavoured milk, milk
shakes and many more. The products
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products, prepared dishes and many
other. Main item that is being offered
by Nestle is Nestea, milk products,
Maggie noodle and coffee. It has
helped in gaining popularity among
local level.
of this organization is wider in range
and also products helps in making the
organization gain popularity.
Price Various products is being offered
under Nestle. Various products are of
premium quality that has high price
due to targetting of high class
customers. Whereas some products are
lower in quality and helps in targeting
middle class people. These prices
changes as per the strategy and helps
in dealing with rivals. Products like
nescafe gold is charged high to target
high class.
Price of Hershey's is dependent over
individual products like kisses,
milkshakes is rated under high
margins under premium quality.
Organization also uses economic
price strategy in which products like
cookie, cakes is charged less to
maximize the customers. Right
product can be reached to right
customers without considering
pricing criteria.
Place In present the organization is
successfully operating in more than
200 nations that is mainly European,
Asian and American continent. Almost
all products is being operated by
Nestle. This has helped in gaining
popularity to Nestle in distribution
channel.
Organization that has been operating
at international level is over the due
products that is available or in reach
of customers through retail stores and
supermarket. Hershey's is having two
forms of distribution that is retail or
bulk buyers.
Promotion Organization has been following
various tactics for promoting and
advertising of products in proper
manner. This makes promotional
Main promotion is there to make
channels of Hershey's from digital
media and promotion. Brand
ambassadors that makes products
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strategy of Nestle that helps in
advertising through radio, newspaper
and other advertising medium.
with potential existence of customer
in proper way.
Process Various process has to be used by
Nestle so as the products reaches
customer in appropriate manner. In the
situation of operational efficiencies of
an organization that is there to store in
warehouses at prime location.
Process that has to be used by an
organization that helps in making
multi pal store houses that makes
single geographical location of the
product to be distributed to retailers
and whole sellers.
People Organizations is required over treating
of employees with main assets over
making achieving of desired objectives
and goals. In relation over managers of
Nestle offering training and
development sessions which makes
feel comfortable while working in
company.
Hershy's treat customers and
employees on prior basis. Demand of
customers that is given high
preference that makes satisfaction to
be attained. Employees is providing
training and monetary for the hard
work that is being preferred with
delivering of best performance.
Physical
evidence
Main physical evidence of company is
is main office which is situated in UK.
Other physical evidences of company
are its employees, products and online
website of company.
There are different physical evidence
in context with Hershey's. Main
physical evidence for company is its
official website and advertisements
on TV and social media.
These aspects has made marketing mix that has been helping Nestle in understanding
rights position within the market and where an organization is improving themselves.
Organization has to adopt bundle pricing with various products that is being offered. Nestle
needs to ensures that its products must be available at each retail and departmental store so that
wide sales can be attained. Company is required to became popular for its strong sales and
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marketing network as products will be easily accessible to customers at different geographical
locations. This will help the company in attaining business objectives desirably (Chandiok and
Sharma, 2017).
PART 2
P4 Formulate and evaluate a basic marketing plan for concerned organisation
Marketing plan has to be depicted over operational an formal documents that has been
helping in outlining the promotional and advertising strategy of an organization. Benefiting of a
business firm is there for targeting desired customers which helps in gaining results with high
revenue and profit. With the help of marketing plan, Nestle is able to support changing prices
and developing new ways to enter into market. It will help the company in segmenting, targeting
and positioning themselves in a proper manner.
EXECUTIVE SUMMARY
Nestle is an Britain based multinational organization that has been dealing with
confectionery products. Organization owns Mondelez international that is situated in London,
England. At present organization is owned by operating leaders around 50 nations. This
organization is popular for kisses chocolates, milkshakes and chocolate syrup. Company wants
to prepare a marketing plan so that sales of company can be increased and high revenues can be
earned.
SWOT ANALYSIS
This is an strategic business tool that has been allowing Nestle to identify strengths,
weaknesses, threats and opportunities in proper way.
Strengths Weaknesses
Brand loyalty of an organization is offered by
high priced and economically priced products.
Organization has faced lot of complains
regarding product at times that has made trust
issues to occur.
Opportunities Threats
Nestle is required to increase online selling in
order to reach to customers at single time.
Cost input results takes place due to inflation
and final product has to be enhanced. This
reduces sales of an organization.
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OBJECTIVE
Business objectives has helped an organization in deciding over the accomplishment.
SMART objectives in relation to organization is being mentioned as follows:
 Specific: Company is planning to increase their sales around 30% by launching Nestle
jam.
 Measurable: Firm is going to measure its performance through benchmarking technique.
 Attainable: Company has employed skill workers for this project and leader will follow
participative leadership style to guide workers.
 Relevant: Along with sales, company has planned to increase their market-shares by
20%.
 Time bound: Estimated time to attain these objectives is 6 months.
STRATEGIES
 Segmentation: Various ways are there that has been helping an organization to expand
business like geographical, demographic, behavioural and psychological segmentation. In
this case Nestle should segment people in relation with demography that involves factors
like age and income.
 Targeting: Nestle is benefited as targeting of people in relation to age factor. Targeted
customers of an organization is 10 to 45 years. People from this age group eats
confectionery products (Arslanagic-Kalajdzic, Žabkar and Diamantopoulos, 2019).
 Positioning: In order to position itself globally, company is going to advertise its product
through social media and initiating campaigns where newly launched Nestle jam is to be
given as sample. This helps customers to acknowledge new product in better manner.
MARKETING MIX
In order to estimate the performance of new product in marketplace, marketing mix is
performed below:
 Product: Company is introducing new product in market place i.e. Nestle jam.
 Price: Nestle is plaining to rate under economic pricing which maximizes number of
persons to buy it.
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 Place: Product is available to all stores and outlets in which other product available at
Nestle.
 Promotion: In this context, company is going to offer free sample to limited customers
and advertising through social media.
 Process: Nestle is using lean methodology as the process extract cost is reduced
 People: Manager of company has given special training to employees so that
manufacturing of Nestle jams can take place properly.
 Physical evidence: Main physical evidence for this product is its advertisements and free
samples which will be distributed to customers.
COST
Total cost for production of new product is mentioned below:
Particulars Amount (€)
Marketing 120000
Workforce 110000
Equipments 130000
Raw materials 140000
PROFIT MARGINS
Organization has been introducing over new products that aims to increase profitability
by 20% in 1 year.
MONITORING AND CONTROL
In order to control, operations at Nestle, manager is going to use key performance
indicator. It will benefits the company in comparison of past performance with current
performance so that growth margins can be acknowledged properly.
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CONCLUSION
From the above report it can be concluded that high business growth is required bye an
organization and is required to perform its promotion in proper way. In relation to this various
ways has to be there over assessing the needs of customer, strategy and satisfaction of client
proper way. The interrelation has been explained with various departments like marketing, HR,
finance. In the end marketing mix and plan, different strategies has been formulated for
achieving of business objectives in desires way.
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REFRENCES
Books and journals
Arslanagic-Kalajdzic, M., Žabkar, V. and Diamantopoulos, A., 2019. The unobserved signaling
ability of marketing accountability: can suppliers’ marketing accountability enhance
business customers’ value perceptions?. Journal of Business & Industrial Marketing.
Chandiok, S. and Sharma, P., 2017. Hospitality Marketing: Strategic Issues. In Strategic
Marketing Management and Tactics in the Service Industry (pp. 213-242). IGI Global.
Craig, S., Mitchell, R. and Wilkinson, K., 2018, June. The ‘Chlefie’Phenomenon: A Qualitative
Study to Ascertain the Essentials of Usage in Youth Fashion Retail Environments.
In ECSM 2018 5th European Conference on Social Media (p. 36). Academic
Conferences and publishing limited.
Crutchfield, T.N., 2017. Critical service learning across two required marketing classes. Journal
of Education for Business, 92(8), pp.371-379.
Dileep, M.R. and Mathew, V., 2017. Marketing of Tourism Industry: Enhancing Services
through Marketing Mix Elements. In Strategic Marketing Management and Tactics in
the Service Industry (pp. 304-329). IGI Global.
Dodds, R. and Jolliffe, L., 2016. Experiential tourism: Creating and marketing tourism attraction
experiences. The handbook of managing and marketing tourism experiences. pp.113-
129.
Hamlin, R., Knight, J. and Cuthbert, R., 2016. Niche marketing and farm diversification
processes: Insights from New Zealand and Canada. Renewable Agriculture and Food
Systems. 31(1). p.86.
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.
Kreutzer, R.T. and Vousoghi, D.S., 2020. Voice-Marketing-Journey zur Implementierung des
Voice-Marketings in Unternehmen. In Voice-Marketing (pp. 61-67). Springer Gabler,
Wiesbaden.
Posavac, S.S. and Posavac, H.D., 2017. Adult separation anxiety disorder symptomology and
susceptibility to marketing persuasion. Journal of Social and Clinical Psychology. 36(2).
pp.158-169.
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Sattigeri, B., 2019. Drug Utilization in Clinical Conditions: An Update on Its
Essentials. Available at SSRN 3358792.
Velinov, P.Š.E., 2017. MARKETING COMMUNICATIONS IN ENTERTAINING
INDUSTRY: CASE STUDY FROM BLIZZARD CORPORATION. Marketing. 10(4).
p.224.
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