Introduction to Marketing: Applying 7Ps, SWOT, Ansoff & Digital Tools

This report provides an overview of key marketing concepts and tools. It begins by defining marketing and discussing the 7Ps of the marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence) with examples from Unilever. It then explains SWOT analysis, using Cadbury as an example, to illustrate how businesses can assess their strengths, weaknesses, opportunities, and threats. The report also describes the Ansoff Matrix model, outlining strategies for market penetration, product development, market development, and diversification, using Tesco as a case study. Finally, it discusses digital marketing, including various channels like video marketing, content marketing, and social media marketing, with examples from Marks & Spencer. The report concludes that marketing is crucial for business survival, brand valuation, and reaching customers effectively.

INTRODUCTION TO
MARKETING

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY.......................................................................................................................................3
7 Ps of Marketing mix-....................................................................................................................3
Swot analysis...................................................................................................................................4
Ansoff Matrix model .......................................................................................................................5
Digital Marketing ............................................................................................................................6
CONCLUSION....................................................................................................................................7
References............................................................................................................................................8

INTRODUCTION
Marketing is process through which an organization act,transmit, deliver and exchange
offerings that have some values for the final consumers or customers. According to the business, the
purpose of marketing is to carry out the measures to the consumers. It is basically a process for the
movement of goods and services to the customers from a company(Breeding, 2022). The topics in
this report are 7Ps of marketing , Swot analysis of a company, Ansoff matrix that help an
organization to form there brand valuation and increment in the sales. Further, this report will
contain the information related to the digital marketing and how it makes an impact on the growth
of a company.
MAIN BODY
Marketing- it starts with the determination of needs of the buyers and fulfilling these needs
through the products and services. Its modern concept is customers oriented and aim on generating
the profits through consumer's satisfaction. It is allocated with the goods and services with medium
of exchange. It involves the continuous activities of distribution of goods to the consumers from the
manufacture as per demand and supply(Chalise, 2021).
7 Ps of Marketing mix-
It is an important tool used in the marketing management. It act as determiner to buy there goods
and services. the elements of marketing mix includes price, promotion, place, product, people,
process and physical evidences.
The Unilever is a multinational brand which uses this scheme for the formation and promotion of
goods to the right places and to the peoples around the world to achieve there objectives.
1) Product mix – The product line of the Unilever has more than 400 brands in the whole
world. It manufacture the product of different categories like FMCG , food and beverages ,
home range products and personal reach goods for there customers.
2) Price mix- Unilever has vast diversification in its products. The pricing sequence of the
products is based on the market oriented strategies, premium price strategies and product

bundle pricing strategies.
3) Place mix- the Unilever has a wide range of distribution network. The biggest retailer of its
is WALMART which distributes its products forward(Ergashhodjaeva, 2018).
4) Promotion mix-the various strategies are made b y the Unilever in order to make the users
conscious of there name. Its follows Advertising , mouth word and social media promotion
techniques .
5) Process-the Unilever follows numerous procedure to introduce a product in the market .
6) Peoples- Employees perform his duties in the organization to fulfil the objectives of the
firm. Tesco employees play a vital role in promoting the company's sales and brand value.
7) Physical evidence – it includes the packaging , logo of the brand, designing of the product ,
looks to attract the customers of the Unilever.
Swot analysis
it is a simple framework to identify the strength, weaknesses, opportunity and threats of a
firm to improve the competitive position,resolving the external problems . Strength and weaknesses
are the internal factors of the firm while opportunity and threats are the external factor that
influence the organization(Foltean, 2019).
Cadbury is a British multinational confectionery company established in 1824, by John
Cadbury . Its headquarter is locate in London, England.
SWOT analysis alter Cadbury to measure presentation against competitors and firm. Lets
have look in deep swot analysis of the Cadbury
Strengths
 Cadbury is a leading multinational
confectionery company in chocolate
around the world. It has a huge
distribution channel network has a
existence in more than 160 countries. it
is having a strong brand valuation , brand
name , brand loyalty.
 The company is known for its different
Weaknesses
 the cadbury has a vast distribution
network in all over the country. But
having a limitation of rural distribution.
India has more rural area where
marketing distribution is required.
 Quality management is the biggest
weaknesses of the company. In past,
some optical phenomenon fall out where

strong brands like bournvita , dairy milk,
Oreo, five star, etc. it produces high
quality of products and some of them are
cash cows.
cockroaches and other insects were
found in the chocolates and other
products.
Opportunities
 Acquiring the rural market in almost all
the country where distribution channel is
not formed brings a bigger opportunity
for the company to increase there sales
and profitability.
 Developing the new taste and flavours
are an opportunity for the company to
provide to there customers on regular
basis. Because almost 60%of people
have a sweet teeth.
Threats
 Due to the huge competitions in the
market it becomes a threat to the
cadbury. the big competitors of this
company are nestle, ferrero rocher,etc.
 The introduction of new policies of the
government creates an external impact
on the company.
Ansoff Matrix model
The Ansoff matrix model also known as product/market expansion model, is a tool and
techniques used for analysing and planning the strategies for the growth of a firm by an
organizations (Henao-García and Montoya, 2021). The strategies that are used by the firm to
expand and analyses the risk raised are categorised into four types . It means the matrix model
shows four strategies which are following as-
1) Market penetration
2) Product development
3) Market development

4) Diversification
Market penetration strategies
Market penetration is defined as the selling of goods and services in the already existing
market. Its a strategies to find the growth and opportunities in the existing market with the existing
product. Tesco was a retailer of grocery , after that it introduce the clubcard point scheme in the
same market which played as a ace card in the market. This helps the company to gain the loyalty of
the customers(Kilbourne and Thyroff, 2020).
Product development strategies
This Strategies help the firm in developing a new product in the existing market. This
involves advanced research and development and extension of company product line. The Tesco
was first offering organic food in the existing market , after seeing the changes in preferences of the
customers(Mintu-Wimsatt and Lozada, 2018Pawar, 2020). The company introduces the credit card
facilities,loans , insurance , mortgages, electronics etc.
Market development strategies
This strategy work when an organization introduce the existing product in the new market. .
Tesco also introduced its existing product in many countries market. the customer segmentations is
known by Tesco . Tesco identify the new market in japan , it also bought a supermarket in Poland
for the purpose of market development.
Diversification Strategies
Diversification Strategy is the riskiest strategy because it involves the introduction of new
product in the new market. It requires both market as well as development of the product . Tesco
increased its product line by introducing the new products such as electronics, financial services ,
rental services, furniture etc(Sihi, 2020). Tesco also introduced its food brand and clothing brands.
Digital Marketing
Digital marketing is a type of marketing in which internet , social media references, and
other online based resources are used to reach to the buyers. It is totally different from the
traditional marketing . There are different categories of digital marketing which are following as -
pay per advertising, website marketing, content marketing, email marketing ,social media marketing
, affiliate marketing, SMS marketing, video marketing ,etc. the digital marketing works when an

organization has a clear goals of digital markets and there achievements.
A digital marketing strategy is the utilization of the different digital marketing channels to achieve
the respective objectives(Thaichon, Brown and Weaven, 2020) . Digital marketing helps in
reaching to the target customers ,and have an online exploration with the brand display the another
benefit of digital marketing is that the organization can reach to the multiple users at one time , it
helps in saving the time as well as the cost.
Types of digital marketing channels used by the organizations are-
 Video marketing – this type of digital marketing is used to generate brand awareness. Its a
most ascendant marketing way . Mark and spensors also uses this channel for the building
up of brand awareness.
 Content marketing - its the most impressive channels for producing ROI. The marketing
attracts the consumers by video content, webinars, case studies, white papers, etc. M&S
have an application where they post on images of clothings and footwear with the everyday
updating of content.
 Social media marketing – the marketing which is linked with social media like Facebook,
Instagram, whattsapp, etc. it has wide reach of customers. It target the young audience.
M&S will get more adult customers who are in young age. They uses different social media
marketings channel to advertise there clothings and they engage with customers on social
media.
CONCLUSION
From the above information , it has been concluded that the marketing is very important for
the survival of the business. Its importance is to promote products and the brand valuation. This
helps in reaching to the customers. 7Ps are the external factors for an organization the company
uses the strategy to reach goals . It includes the place, price, promotion, product, people, process,
physical evidence . SWOT analysis focuses on the strength , weaknesses, opportunity, threats of the
company. which contain strength and weakness as internal factor and opportunities and threats as
external. Ansoff matrix model is used for analysing and planning the strategies for the growth of a
firm by an organizations .

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