Comparison of Two Companies on Basis of Marketing Mix

This report compares two companies on the basis of their marketing mix and includes a detailed marketing plan for M&M Chocolate Company. It discusses the product, price, place, and promotion strategies of both companies. The report also includes a PESTLE analysis, SWOT analysis, and STP analysis.

UNIT 2: MARKETING
ESSNETIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 2............................................................................................................................................3
Comparison of two companies on basis of marketing mix.........................................................3
Detailed marketing plan for M&M chocolate company.............................................................7
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing is being defined as the activity or action of business in order to promote and
sell the product and services of the company within the highly competitive market. Currently the
competition is at its peak and it is very essential for the companies to have a good and effective
marketing strategies. The present report is based on company M & M Chocolate Company and
this candy was originated in US in 1941 and is the flagship product of Mars Wringly
confectionery division of Mars. The present study will outline the comparison of two companies
on the basis of the marketing mix. Further in the end, the marketing plan will be devised in order
to improve the performance of the company.
TASK 2
Comparison of two companies on basis of marketing mix
Marketing mix is being defined as the set of action which the company takes in order to
promote the brand within the market (Martin, 2017). The marketing mix relating to the company
is very important to be decided in proper and effective manner and for this it is essential to
decide for marketing mix in correct manner.
Element of marketing mix M & M Chocolate Company Cadbury
Product M & M is a popular colour
flavoured candy and is
favourite among the children.
The product range of M & M
Chocolate Company involves
different dark chocolates,
white and milk chocolate nuts
filled with peanut and almonds
including different flavours
such as coconut, cherries,
pineapple, cinnamon and
many other different flavours.
The product range of Cadbury
involves a lot of wide range of
chocolates, candies, milk
chocolates and many other
ranges of candies and gums
like Bourneville, Pretzel, dairy
milk, fruit and nut and many
others (Syam and Kaul, 2021).
Price The pricing strategy of the
company is penetration
On the other side, Cadbury is
the company which makes the

pricing method. The major
reason pertaining to the fact is
that under this pricing method
the price are first set at low
and as the market is captured
the price are slightly increased
(Kolencik, 2020).
use of competitive pricing
strategy which means that first
the company analyses the
prices of other competitors
and then sets their own prices.
This analysis of other
competitors assists the
company in analysing the fact
that what is going on in the
company and how they can
beat the competition.
Place It is the place with help of the
product or service is being
provided to the consumers.
For this M & M makes use of
both physical store method
and online mode of selling
method to sell their candies
and other chocolates and
products. This is majorly
because of the reason that with
help of physical stores the
company is able to capture
that type of consumer group
ho does not have access to
online shopping (Pedersen,
2021). On the other side, with
help of the online platform the
company is able to attract that
consumer group who have no
time of going out and shop for
In case of Cadbury as well the
company makes use of the
combination of the online and
physical store presences. The
reason behind selection of
combination of both is that
this assists in covering and
attracting a large number of
consumers towards the
company and its product.

such small thing like
chocolate.
Promotion For the company to be
successful this is the most
essential aspect as if
marketing or promotion will
not be good then this will not
attract majority of consumers.
Hence, for this M & M makes
use of the digital and social
media marketing to a great
extent. This is particularly
because of the reason that this
will assist company in
attracting large number of
consumer at a single time.
On the other side, Cadbury is
the one which involves the use
of combination of both
modern and traditional
marketing tools and
techniques. This is particularly
because of the reason that
when the combination of both
modern and traditional will be
used then it will grab attention
of more consumers and as a
result of this goodwill of
company will increase (Singh
and Singh, 2018).
People This involves all the different
types of people working
within the company. This
involves the highly dedicated
employees of the company
and all the other stakeholders
of the company to work in
such a manner that all the
objectives of the study have
been attained (Loo and Leung,
2018).
For Cadbury as well they are
very much focused at time of
hiring the employees within
the company. This is
particularly because of the
reason that when the
employees will not be hired in
effective manner then this will
affect the working of the
company to a great extent.
This is particularly because of
the fact that company knew if
the employee’s base will not
be good then this will have a
great impact over the overall

performance of the company.
Process With respect to the process, M
& M makes use of very
simplified process. Under this
process the consumer places
their orders either at the store
or through online website.
After placing the order, the
order is processed and then
product is being delivered to
the consumers and then they
make the payment either in
offline or online method.
In the same manner, Cadbury
also makes use of a very
simplified process so that the
consumers are comfortable in
getting the products of the
company. The reason
pertaining to this fact is that if
the process will be hard then it
will be risky for the consumer
to easily get and avail the
product and services of
company.
Physical evidence This involves the physical
evidence that is what is visible
to the consumers. For
managing the physical
evidence M & M Chocolate
Company ensures that the
packaging of the chocolates is
so good and tempting that it
attracts majority of people
(Ravangard, Khodadad and
Bastani, 2020).
On the other side, for
management of physical
evidence Cadbury is majorly
focusing over the quality of
the product. This is
particularly because of the
reason that quality is the only
thing which is evident to the
consumer and if the quality
will not be good then
consumer will not like it.
Hence, Cadbury focuses on
the management of quality for
the better working of the
company and attracting
consumers.

All these different tactics assist M & M Chocolate Company in analysing and identifying
the fact that how they can manage the competition within the market. This is particularly because
of the reason that the marketing mix allowed company to decide what will be its product, price
and how it will be promoted. Hence, if all these decisions are effectively taken then this will
result in attainment of the aim and objectives of the business (Pistol and Bucea-Manea, 2017).
This marketing mix also assist in effective marketing planning process. This is particularly
because of the reason that when the marketing planning process is being followed that is
analysis, planning, implementation and control then this will definitely result in the success of
the company and its objectives.
Detailed marketing plan for M&M chocolate company
Mission
The mission of the company is “to enhance the position within the market by focusing
and developing on high quality relationship with supplier and customers and improving goodwill
by continuous innovation and creativity.”
Vision
The vision statement of M & M Chocolate Company involves “lead for a better world
every day without leaders trying their best to embody and act upon the principle based behaviour
to set the tone for conducting business in effective and efficient manner.”
Objectives
 To increase the sales by 24 % till end of April 2021.
 To develop a new colour candy in order to target kids and increase them by 43 % till the
end of 2021.
 To increase investment in marketing and technology by 25 % in order to improve sales
by 20 % till September 2021.
PESTLE analysis
Element Description
Political factor Currently the tax rates are low within the
country and this will create a positive impact
over working of the company. This is
particularly because of the reason that now
company will have to pay less taxes and money

can be saved.
Economic factor In the present working environment the
purchasing power of the consumers has
increased to a great extent and this is an
opportunity for the company. This si
particularly because of the reason that when
the purchasing power increased then it means
that now consumer will shift towards luxury
products and now will buy the products of M
& M Chocolate Company.
Social factor In the present era, the consumer has become
more health conscious and because of this in
chocolates also they prefer some innovation.
Hence, this can create a positive impact over
the company as if they will create healthy and
organic chocolate bars then this will attract
interest of such consumers and sales of the
company will increase to a great extent.
Technological factor This involves changes taking place in the use
of technology for the making and promoting of
the chocolates and other products under the
brand name of M & M Chocolate Company.
When the company will be using the latest
technology then the product and services will
be of better and effective quality and this will
definitely attract large number of consumers.
Legal factor It involves the different types of laws and
legislations which the business need to follow
and adapt within the working of the business.
The different laws and legislations which are
applicable to M & M Chocolate Company for

effective working are like consumer protection
act, employment act, consumer safety law,
health and safety of employees at workplace
and many other laws. In case company
complies with all these laws then this increases
trust of consumer towards the company and its
products.
Environmental factor In the current working era, the consumers have
become much conscious relating to the
protection of environment and society as well.
Hence, for this M & M Chocolate Company is
focusing on packaging which is recyclable and
reusable. This is majorly done in order to
attract the consumer towards the product and
services of the company.
SWOT analysis
Strength
The major strength of company is that the
varieties of colours within the chocolates are
the major selling point for the company.
Along with this, other strength of the company
is that this is an affordable brand of chocolates
which is accessible to every type of consumers.
In addition to this strength is that it provides
option of customization to the consumer for
any special occasion like wedding birthdays or
any others.
Weakness
Although the company is working in well
condition but the marketing cost of the
products of company is very high which a great
weakness of the company is.
The chocolates of M & M Chocolate Company
involves a high amount of calorie and fat and
this can reduce the sales of company as now
consumers have become more health
conscious.
Opportunity
Increasing the presence of the company in the
emerging economies and the areas which are
Threat
The most common threat to M & M Chocolate
Company is the high and intense competition.

still untapped can be done in order to increase
market share.
Complying with the up gradation of the
technology in order to produce the product and
services in more effective manner can also be
an opportunity.
This is the major threat for the company as
now the consumer will be divided among the
competitors and some will have to lose the
consumers.
In addition to this another major threat for the
company is the fast and frequent changing
need and preferences of the consumers. this is
a threat because of the reason that when the
company will not be complying with latest
changes in the requirement of consumer then
this will reduce the number of consumers.
STP
Element Description
Segmentation The segmentation is defined as the dividing the
consumer on some common basis. For the
working of M & M Chocolate Company major
segment selected will be demographic and
psychographic segment.
Targeting Out of both the segment the major target of M
& M Chocolate Company will be based on age
that is children and other people who like to
have chocolates more.
Positioning For the effective positioning of the company
products among consumer major focus will be
laid over quality and packaging of the
chocolates. This is majorly pertaining to the
fact that when the consumer is asked for
quality then they must remember only one
name that M & M Chocolate Company.

Marketing mix
Element Description
Product The product for the implementation of the
marketing plan is the development of new
chocolate which will involves some special
focus on the colour and looks of chocolate
(How M&Ms stays relevant and markets to
millennial, 2021).
Price The pricing strategy being used by M & M
Chocolate Company is the penetration pricing
method. The major reason pertaining to the use
of selection of this method is that first price is
set at low and then as market is captured it is
increased slightly.
Place For the place of distribution, the combination
of both physical stores and the online website
is being used. This combination is selected
because of the reason that this will increase
more number of consumers.
Promotion For promotion of the new chocolate with
variety of colours the promotional method used
is the digital and social media marketing for
attracting more of the consumers.
Budgeting
Particulars
Quarter
1
Quarter
2
Quarter
3
Quarter
4
Cash inflows
Opening cash inflow 19982 41155.8 65525.6 92055.5
Sales revenue 30604 32477.2 34465.1 36574.6
Other income 6000 6000 6000 6000
Total cash inflows 56586 79633 105991 134630

Cash outflows
Material 5590.6 4871.58 5169.76 5486.19
Labor 6000 6000 6000 6000
Other expenses 6867.52 7725.03 8689.6 9774.62
Administration expenses 12000 12000 12000 12000
Total cash outflows 30458.1 30596.6 31859.4 33260.8
Cash deficit / surplus or closing cash
balance 26127.9 49036.4 74131.3 101369
Monitoring and controlling
For the marketing plan to be successful the most essential aspect is the effective
monitoring and controlling of the plan. For this the standard method of controlling will be used
that is comparison of the actual performance with the standard performance. This is the better
method of evaluating the fact that whether the plan is executed in the same manner or not as
planned. When the actual performance is compared with the standard that is intended
performance then company can analyse where the deviations are and how it can be managed.
CONCLUSION
In the end the above report summarised that the use of marketing is the most essential
aspect for the success of the business. The reason pertaining to the fact is that marketing helps
company in managing its promotional activities and this in turn increases sales of company. The
current report compared the company with its competitors on basis of the marketing mix and this
outlined that how marketing mix assists in attainment of objectives of business. In the end
marketing plan was created in order to manage and bring new chocolate with a major focus on
the colour and quality and quality of product.

REFERENCES
Books and Journals
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Excellence (Vol. 11, No. 1, pp. 759-769). Sciendo.
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patients’ selection of a hospital: experience of a low-income country. Journal of the
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Syam, N. and Kaul, R., 2021. Machine Learning and Artificial Intelligence in Marketing and
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Online
How M&Ms stays relevant and markets to millennial. 2021. [Online]. Available through: <
https://www.referralcandy.com/blog/mms-marketing-strategy/ >