Cadbury and Nestle: A Marketing Mix Comparison and Marketing Plan

This report provides a comparative analysis of the marketing mix strategies employed by Cadbury and Nestle, two prominent companies in the confectionery industry. The report begins with an introduction to the marketing mix concept, outlining its key components. It then delves into a detailed comparison of Cadbury and Nestle across various aspects of their marketing mix, including product offerings, pricing strategies, distribution channels, and promotional activities. The analysis highlights the strengths and weaknesses of each company's approach. Furthermore, the report includes a marketing plan specifically designed for Cadbury, which encompasses an overview of the company, its objectives, a SWOT analysis, segmentation strategies, and an action plan with budget allocations and cost forecasts. The conclusion summarizes the key findings and emphasizes the importance of the marketing mix and strategic planning in achieving business objectives. References to relevant academic sources are also provided.

Marketing
Essentials
Activity-2

Content
 Introduction
 Marketing mix Definition
 Comparison of marketing mix of Cadbury and Nestle
 Marketing plan Definition
 Marketing plan for Cadbury
 Conclusion
 References

This presentation explains the marketing mix of two organisations engaged in
similar sector in order to update their existing products and services to
survive in competitive market. It also discusses the marketing plan for
Cadbury to make their new products more successful in market within
shorter period of time.
Introduction

Marketing mix
Marketing mix is defined as a set of tactics, actions or techniques
which is used by a business organisation so that their brand and
associated products can be advertised in market in an efficient
manner. This is a vital marketing tool which includes all those
important elements that impacts the demand of product offered by
Cadbury.

Comparison of marketing mix of
Cadbury and Nestle
Basis Cadbury Nestle
Product This organisation have achieved renowned
success in global context due to their wide product
line. The most popular products offered by
Cadbury are Five stars, Perk, Bournville, Dairy
milk and Cadbury eclairs, Oreo, bourvita, halls.
Company mainly offers products like Chocolate
bars, Fudge, Oreo bites, dairy milk products,
beverages like Cocoa, choc shake, hot chocolate,
highlight fudge etc. In case of desserts, company
offers Cadbury eclairs, Muffins, Choc Tarts, cake
bars, ice creams etc. Most renowned product of
company is Bournville and Dairy milk which are
global market leader in case of chocolates.
Company sell their product under five different
categories which acts as a differentiated product
line. Each product of the organisation is sold
under Nestle brand name. Company mainly
offers Beverages, Milk products, cooking aides,
prepared dishes, chocolates etc. The main
product line of company is Nescafe, Nestea,
Milkmaid, Nestle Slim, Maggi noodles, Pasta,
Nestle Kitkat, Milky bar, Munch, eclairs, Polo
etc. To targets main competitor's products like
dairy milk and Bournville, company has
introduced Alpino. Other popular products of
company are Bru and sunfeast yippie.

Continue…
Basis Cadbury Nestle
Price As company offers high quality products,
there price for some products such as Oreo,
Bournville are quite high. For these
products, company use premium pricing
strategy. Different products such as Five
star, perk, Eclairs are priced at average rate.
To sell these products, Cadbury uses
economic pricing. Premium brand of
company is Dairy milk which is present in
different price range for example, dairy milk
silk is charged very high in comparison with
normal dairy milk bars. Beside this,
company use competitive pricing for those
products which are also offered by rivals.
Price for different products of Nestle depends upon
market of individual product. In this context, products
like Maggi and Nescafe are charged with high margins
due to their good quality and wide popularity. At
present, Nestle is using competitive pricing strategy for
their offerings. In this strategy, products are priced in
accordance with the price offered by competitor. Due
to high quality, different products of Nestle are
charged high price in comparison with rivals. Products
which are sold online are priced more due to increased
delivery charges.

Continue…
Basis Cadbury Nestle
Place Products offered by Cadbury are easily
available in rural and urban areas but in
rural area, demand for products of Cadbury
is less in comparison with urban regions.
Company is operating its business
operations in more than 200 countries. Due
to this, distribution channel of company is
maximum. Products of Cadbury are
available at all retail shops, outlets,
hypermarket, department stores etc. Retail
shops posses most of the products offered
by Cadbury due to which customers have
easy access to products of company.
Organisation sell its products via two marketing
channels. First channel is online website and another
channel is through wholesalers which further sell
products to retailers all over globe. Beside this,
company posses a network of more than 500 suppliers
in different regions. Products of Nestle are easily
available in malls, shops, supermarkets and
departmental chains. Other than this, school canteen,
college cafeteria and different hospitals in global
context also have products offered by Nestle.

Continue…
Basis Cadbury Nestle
Promotion Advertising and promotion of Cadbury for
each offering is different. In case of
Bournville, company uses tag line, you
don't buy Bournville, you earn it.
Company has a majorly commercial
customer base in which chocolates are
brought by people in large quantity.
Company uses ATL and BTL promotion
marketing. In case of BTL marketing,
company uses standies, hoardings etc. In
case of ATL marketing, company use
traditional and online media.
Nestle use multiple channels of media to
advertise their offerings. Company promote its
products through traditional media such as
radio, television etc. due to this, large number
of people are attracted within limited time.
Also, company use online and social media
such as Facebook, Instagram etc. to
acknowledge customers about their products.
Firm use percentage of sales tactics to identify
their promotion budget for a specific year.

Continue…
Basis Cadbury Nestle
People Employees working in Cadbury are given
good pay scale due to which they work
comfortably and prefer to deliver their best
performance. Also, guidance and training is
given to employees so their working potential
increases.
Firm recruits thousands of people every year for
their different business activities and operations.
Also, Nestle provide them required training so
that expectations of customers can be served in a
proper way.
Process Company use various processes so that
standardised product can be offered to
customers. To maintain their quality, company
uses hazard analysis critical control process. It
helps in identifying errors during
manufacturing. Beside this, technology process
used by company for manufacturing is CAM
which is abbreviated as Computer Aided
Manufacturing.
Company use advanced technology and updates
their machines and other technology on a timely
basis so that effectiveness of company can be
enhanced. To serve their customers in a
systematic manner, company uses vending
machines. This allow the customers to buy their
required product without interacting with a
retailer or shop owner.

Continue…
Basis Cadbury Nestle
Physical evidence Main physical evidence for the Cadbury
is their products which are available in
almost all retail shops. Offices,
headquarter of company and website acts
as another physical evidence. Other than
this, employees and warehouses of
company are their prime physical
evidences.
The products offered by company, logo
and official website of Nestle acts as a
physical evidence of company. Beside
this, production factories of company
and distribution channels are some other
physical evidences.

Marketing plan
Marketing plan is a component part of every business plan. It is pattern
through which enterprise will apply all the marketing strategies
which is used to achieve organisational objectives such as customer
acquisition and sales. This plan is necessary for Cadbury company
because it determines the actual position of the enterprise and its
target market.

Marketing plan for Cadbury
Overview of the company :-
Cadbury is a famous chocolates company which has spread out its
business in all over the world. It is introduced by John Cadbury in
1824 at England. This is also deals with the food commodities that
are made from chocolate. This company products are highly
demanded by the children's and it is targeting lower class, middle
class as well as upper class people.

Continue…
Objectives :-
The objectives for the marketing plan is given as follows :-
To launch the new product with success in the market within in the 6
months, to spread the awareness about the caffeine chill by the company
using many impressive marketing strategies, to acquire market share as
well as make available this product to the every customers of world wide
and also ensure the growth of the product, to acquire almost 30% of youth
market section in upcoming 3 year from the launching of the product in
the marketplace

Continue…
SWOT analysis :-
SWOT analysis is done by the enterprise to recognise its internal
strength and weakness also its external opportunities and threats.
Through SWOT analysis company improve its weakness and weak
points by taking corrective actions and use of opportunities
effectively which is present in the marketplace.

Continue…
Strategies
Segmentation :- It is the process of dividing the customers into
small segments so that company can fulfil their demands more
effectively according to their need. The caffeine chill is targeting
both according to the age group as well as occupation of the
customers. In occupational basis groups are formed of all semi
urban as well as urban customer's. In age group basis company is
targeting customer who have age of 16 to 35.

Continue…
Action plan :-
Budget allocation :- The company has fixed budget for promotion
activities of caffeine chill is € 10,00,00,000. It is necessary to
perform all the promotional activities within the budget only. The
company need to formulate its advertisement design within the €
2,00,00,000.

Continue…
Forecast
Cost: Cost for the production of new product is discussed below:
Particulars Amount (€)
Marketing 2000000
Workforce 200000
Equipments 2500000
Raw materials 2500000

Conclusion
It has been concluded from the present presentation that the marketing mix
is a tool which is used to check the position of the company in the
competitive market and this tool is also used by the company to fix the
reasonable or appropriate price for their customer which will increase
their satisfaction. The marketing plan is created by the company as the
company is planning to expand their business in other regions which
requires a specified research.

References
Bačík, R., Štefko, R. and Gburová, J., 2014. Marketing pricing strategy as
part of competitive advantage retailers. Journal of applied economic
sciences. 9(4). p.30.
Baker, M.A. and Magnini, V.P., 2016. The evolution of services
marketing, hospitality marketing and building the constituency model
for hospitality marketing. International Journal of Contemporary
Hospitality Management. 28(8). pp.1510-1534.
Cabrera, S. A. and Williams, C. L., 2014. Consuming for the social good:
marketing, consumer citizenship, and the possibilities of ethical
consumption. Critical Sociology. 40(3). pp.349-367.

Thank You