Comparative Analysis of Marketing Essentials: Cadbury & Nestle Report

This report provides a comprehensive analysis of marketing essentials, focusing on the comparative strategies of Cadbury and Nestle. It begins with an introduction to marketing and the marketing mix, outlining the 7Ps (Product, Price, Place, Promotion, Physical Evidence, Processes, and People) and their application by both companies. The report compares Cadbury and Nestle across these elements, examining product lines, pricing strategies, distribution channels, promotional activities, and customer service. Furthermore, it evaluates their different marketing strategies, including product segmentation, pricing policies, and distribution networks. The report also introduces and analyzes Cadbury's marketing plan for a new product, 'Coffee Choco Shakes,' using the SOSTAC model to outline the situation, objectives, strategy, tactics, actions, and control measures. The conclusion summarizes the key findings, emphasizing the importance of the marketing mix and strategic planning in achieving organizational goals. The report references several marketing texts to support its analysis.

MARKETING ESSENTIALS

TABLE OF CONTENT
● Introduction
● Comparison Between Application of Marketing Mix
● Evaluation of Different Strategies
● Introduce and Analyse Organisation's Marketing Plan
● Conclusion
● References

INTRODUCTION
Marketing is a discipline which involves
action of organizations taken to grab
customer's attention and build long-term
relationships. It basically seeks to align
products or services with customer who
wants them and ensures profitability.

Comparison between application of marketing mix
Marketing mix: It refers to set of
strategies used by company to endorse its
product or service in market. It typically
consist of 7P's, Product, Price, Place,
Promotion, Physical Evidence, Processes
and People elements. Cadbury has
objectives of increasing sales revenues
with increase in market share while Nestle
is focusing on enhancing customer
satisfaction in target market.

Product
It is goods or service that company offer in market to satisfy
customer needs and generate revenue.
Cadbury: Company has wide range of products with different
variety of each. It has various chocolates like Five star, Dairy
Milk, Bournville, etc. In beverages product line it has
Bournvita which is one of dominating product in industry.
Nestle: It has different range of products lines in beverages,
milk items, foods and chocolates. It has number of products
like Nescafe, Munch, Kitkat, Milky Bar, Maggie, etc.

Price
It is value of product or services offered in monetary terms
that customer is willing to pay. Company adopts different
pricing strategies so that it can generate revenues with profits
margins.
Cadbury: For chocolates like Dairy Milk and Bournville,
Cadbury has adopted Premium Policy because of its quality,
taste and variants it is available in market.
Nestle: Nescafe and Maggie have skimming prices according
to packages and sizes Nestle offers of these products in target
market.

Place
This factor represents important aspect of marketing strategy
because it decide place or market where it will be convenience
for customer to access the products.
Cadbury:Company uses different distribution channels like
supply chain networks, E-commerce platforms and official
websites which is widely spread and accessible by customers
Nestle: Nestle uses two types of distribution methods. One is
distribution management and another is sales network of
marketing team which is wide and extensive.

Promotion
It includes all activities like advertisement, branding, public
relations, offers that encourages customers to buy products or
service.
Cadbury: Cadbury uses different promotional tools and tag
lines for its products
Nestle: Company has strong advertising campaign which is
recognisable by Nescafe tune.

Processes
It includes all processes by which product or services are
delivered to customers, maintain relationships and
manufacturing operations of product.
Cadbury: it processes focus on providing products with ease
to customers so that it is effective in market with distribution
operations and marketing team
Nestle: It ensures that its products are available with ease on
every retails outlets with the help of distribution channels and
sales executive teams active in personal selling

Physical Evidence
Physical place is where customer and selling staff meets like
retails outlets, personal selling space, etc.
Cadbury: It's labelling and packaging is different and unique
in its colour and logo which serves as physical evidence of
company and easily recognise by buyers.
Nestle: Products of Nestle are available in distinctive
packages sizes, unique colour and printed logo which makes it
easy for buyer to differentiate it from other products.

People
It plays crucial role in achieving marketing plans because it
includes people selling product and identifying customer
needs to produce product accordingly.
Cadbury: Customer care service team is effective and active
towards handling grievances. Sales and marketing team is
efficient and trained so that they can perform with full
productivity
Nestle: It has efficient sales team which is important for any
company. It also have customer service department which
takes feedback and take actions in case of grievances

Evaluation of different strategies
Cadbury: There are different product line in which company
deals like chocolates, biscuits and flavoured food drinks
which targets every age group segments of population so that
it covers segments of market so that market share is increased.
It operates world wide and applies different pricing strategies
like skimming policies according to product quality and
competitors price. It has wide and extensive distribution
network which covers every retail outlets and multiplex stores
so that its product is easily accessible