Marketing Essentials

This presentation provides an overview of marketing essentials, focusing on Cadbury, a multinational confectionery company. It covers topics such as the marketing plan, STP, 4P's of marketing, SWOT analysis, and marketing budget. The presentation also emphasizes the importance of monitoring and control in marketing activities.

Marketing Essentials

Table of Content
• Introduction
• Marketing plan
• Conclusion
• References

Introduction
Marketing is defined as management and study of exchange relationships. This is referred
as business procedure in order to create relationship and satisfying consumers. It is also
regarded as important components of business management. Marketing is the activities that
are undertaken by company to promote selling and buying of goods and services. This
presentation is based on Cadbury which is multinational confectionery company that deals
in chocolates products worldwide.

Marketing plan
Marketing plan is defined as outline of marketing strategy for coming year or month. This is
the part of overall plan of business which contain list of actions and strategy along with
description of business. It is regarded as future road map of any organisation that provides
direction to company in order to move in right path for achieving their set goals and
objectives.

Cont.…
Overview of Company
Cadbury is British multinational confectionery organisation which was established in
1842. This was developed by John Cadbury at United Kingdom. It is well recognised and
renowned brands dealing in chocolates segments like dairy milk, fruit and nut, caramel,
bars, chunk bags and others.

Cont.…
Mission- The mission statement of Cadbury is to make continuous improvement in their
product quality in order to ensure promises which that are delivering to their consumers.
Vision- The vision is to create high brand value for their people through offering of best
products and services.
Marketing Objectives
• The marketing objectives set by Cadbury are as follows:
• To increase sales from 20% to 30% in next 3 to 5 months.

Cont.…
STP
This is three step approach which helps in building targeted marketing plan where S
means segmentation, T is targeting and P for positioning. This is described as link
between overall market and company chose their compete in market.
• Segmentation
• Targeting
• Positioning

Cont.…
Marketing Strategy
This is defined as 4P's of marketing strategy which are described below:
• Product
• Price
• Place
• Promotion

Cont.…
SWOT Analysis of Cadbury
Strengths Weaknesses
 This is considered as world leader in terms of chocolates
having huge distribution channel.
 Cadbury carries strong brand for their product portfolios.
 It has strengths of brand name, equity and loyalty.
 It has weak distribution channel in rural areas.
 The quality of chocolates are not good as cockroaches and
rodents were found.
Opportunities Threats
 It has an opportunity to expand market in rural areas.
 They can go for new tastes for their consumers as they
prefer chocolates bars.
 There is rise in cost and price because of increase in
transportation, fuel and distribution cost.
 Due to rise in demand of users and purchasing power
there is threat for organisation.

Cont.…
Marketing Budget
Particulars 1st year 2nd year 3rd year 4th year
Initial money 10000 5000 5000 5000
Investment 10000 10000 6000 5000
Total 20000 15000 11000 10000
Marketing outlay 15000 1000 3000 5000
Promotion 4000 1000 5000 2000
Sales publicity 2000 2000 1000 1000
Direct selling 4000 3000 1000 1000
Total 25000 7000 10000 9000

Cont.…
Monitoring and Control
This is the last stage of marketing plan where each and every activities are monitored
and controlled in an effective and efficient manner. With this step, all the work of
organization can be properly monitored and controlled. This can help them to make proper
correction if required in any step and achieve goal and objectives.

Conclusion
From above presentation, it has been summarised that organisation requires marketing for
achieving set goal and objectives. It is very essential for business to have proper running of
marketing functions so that work can be carried out effectively and efficiently. There are
different marketing functions such as standardising, grading, marketing planning,
information and other where various roles and responsibilities are played by marketing
manager for better outcomes.

References
• Mueller, J. P. and et. al., 2015. Community‐based livestock breeding programmes:
essentials and examples. Journal of Animal Breeding and Genetics. 132(2). pp.155-168.
• Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’
new best friend. Journal of Promotion Management. 18(3). pp.319-328.

Thank You