Marketing Portfolio

MARKETING PORTFOLIO

TABLE OF CONTENTS
MAIN BODY...................................................................................................................................3
Product........................................................................................................................................3
Price............................................................................................................................................6
Promotion....................................................................................................................................7
Place..........................................................................................................................................11
People........................................................................................................................................12
REFERENCES..............................................................................................................................14

Marketing mix is a model consume set of factors that influence the business operations and
strategic choices of the business entity. This report is all about the different elements associated
with the marketing mix. Discussion will be done under this project over product, price, place,
promotion and people like factors. Different companies description will be taken to demonstrate
about all these elements or factors under this study.
MAIN BODY
Product
“The product is defined as everything that is received by a customer in an exchange or
transaction. It is a complexity of tangible and intangible attributes, including functional, social,
economic and psychological utilities or benefits. A product can be a physical good, a service, an
idea, or any combination of these three” Dibb et al, p299)
“A product is anything that can be offered to a market for attention, acquisition, use or
consumption. It includes physical objects, service, personalities, place, organizations and ideas”
(Philip Kotler)
“Product is a bundle of utilities consisting of various features and accompanying services.” (W.
Alderson)
The product is the most important aspect for the success of the company. The reason
underlying this fact is that if the product of the company is not good then this will not attract the
consumers. And as a result of this the profitability of the company will decrease and people will
not like to buy the products of the company. Thus because of this reason only it is very essential
for the company to maintain the product quality and the standard (Blut, Teller and Floh, 2018).
In the present studied the company undertaken is Cadbury which is the company dealing in
multinational confectionery company. The company provides a wider range of products and
services to the consumers. The major range of the product includes the different chocolates like
Bourneville, Cadbury dairy milk, dairy milk fruit and nut, five star, bournvita, Oreo, black carrot
mini rolls and a large variety of chocolates and bars. The product range of the company is very
wide and involves a lot of variety of the toxic. In addition to this the company also classify the
products in accordance to the season and involves the particular seasonal items only.

In addition to this the brand name Cadbury is very large and is being like by the
consumers to a great extent. The reason and the line this fact is that the brand name plays a
crucial role within the effective attraction of the consumers. This is particularly because of the
reason that if the brand name is not there then the consumer will not know the value of the
product. Hence in order to increase the value of the product it is very essential for Cadbury to
work on the brand name. For this Cadbury created an iconic purple branding (Thabit and Raewf,
2018). In certain program a person was asked that which chocolate what colour comes in minded
person quickly set for people. The reason and the line this fact is that the packing of Cadbury
involves purple colour. This colour is the major brand image of the product of Cadbury because
the people know the product by the colour. Hence it is very essential for Cadbury to maintain the
brand name so that more and more people get attracted towards it.