Marketing Essentials

Marketing Essentials
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Role and responsibilities of marketing function....................................................................3
P2 Relationship between different departments of Cadbury:.....................................................3
TASK 2............................................................................................................................................3
P3 Elements of marketing mix (7Ps)..........................................................................................3
TASK 3............................................................................................................................................6
P4 Marketing plan of Cadbury....................................................................................................6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Marketing refers to the helping tool in attaining the main objective of a company i.e.
attracting customers towards products and services of their company. It is a very important
function of any organisation, because, it is a connecting link between organisation and its
customers (Uncles, 2018). The main objective of this branch of organisation is to increase sales
and revenue. This report throws light on marketing practices of Cadbury. Formally known as
Cadbury's and Cadbury Schweppes is a British multinational confectionery company. It is the
second largest Confectionery brand in the world after Mars. It was founded in 1824. Main
business line of Cadbury is chocolates and cookies. In this report, marketing essentials followed
in Cadbury are discussed in three parts. First part discusses important roles of marketing function
and its relationship with other departments of organisation. Second part is focused upon
comparison of marketing practices followed in two different organisations namely: Cadbury and
Nestle. Last part is focusing on preparation of a marketing plan for Cadbury.
TASK 1
P1 Role and responsibilities of marketing function
(covered in PPT)
P2 Relationship between different departments of Cadbury:
(covered in PPT)
TASK 2
P3 Elements of marketing mix (7Ps)
Marketing mix refers to the set of actions that a company uses to promote its product or
service in the market (Perreault, 2018). 7Ps of marketing are namely product, price, place,
promotion, people, process and physical evidence. Marketing mix of Cadbury and Nestle are as
follows:
Element of
marketing mix
Cadbury Nestle
Product Cadbury has a variety of cocoa
products in its line up. It has
chocolates bars, biscuits, beverages,
Nestle also has multiple brands and
products in its kitty. It offers
chocolates & confectionery, dairy
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rolls, cakes and desserts, etc. . Most
famous cadbury products are its
chocolates lead by various varieties
of dairy milk and bournville. Other
chocolates are crunchie, fudge,
starbar, darkmilk, etc. It also offers
other products like bournville cocoa,
choc's shake, freddo biscuits,
chocolate chip brownie, fingers, etc.
Cadbury also offers special festive
boxes on occasions such as
Christmas and Halloween.
products, coffee and drinks, breakfast
cereals and other packaged ready to
cook food, drinking water, pet care,
etc. Its cash cows include Maggi
noodles and Nescafe. Other
prominent brands from company
include Nespresso, Kitkat, Purina pet
care range, carnation, sma nutrition,
Herta, etc.
Price Cadbury prices its products
strategically so that all targeted
segments can be met. Company uses
various pricing strategies such as
skimming pricing, economy pricing,
bundle pricing, etc.
Products are priced as per their
quality. For example, bournville is
priced higher than dairy milk,
darkmilk, etc.
Nestle determines price of its each
individual product on the basis of
geographical market as well as
packaging and targeted market. For
example, Nescafe and Maggi are
charged at higher margins. This is
because the product is placed
comfortably in the market and a bit
of skimming price will not cause the
customer to switch brands (Mehta
and Kaushik, 2015).
Nestle offers products in varied sizes
and packaging options and price
them according to competitors' prices
which helps it target all kinds of
customers.
Place/Distribution Cadbury distributes its products all
over the UK in all the supermarkets,
Nestle follows typical distribution
channels like other FMCG
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