Marketing Essentials: Comparative Analysis of Cadbury and Nestle

This report provides a comparative analysis of the marketing strategies employed by Cadbury and Nestle, two major players in the confectionery industry. It begins with an introduction to the marketing mix, outlining its core elements and their significance in product marketing. The report then delves into a detailed comparison of Cadbury and Nestle across various aspects of the marketing mix, including product offerings, pricing strategies, distribution channels (place), promotional techniques, physical evidence, people management, and operational processes. Furthermore, the report presents a marketing plan for Cadbury, including an overview of the organization, a SWOT analysis, a PEST analysis, and marketing objectives. The report also explores market segmentation, targeting, and positioning strategies, and concludes with a discussion of the marketing mix for Cadbury's new sugar-free chocolate. The report provides an in-depth view of how marketing principles are applied in a competitive business environment.

Marketing Essentials
ACTIVITY 2

 Introduction
 Comparison of marketing mix
 Marketing plan
 Conclusion
 References
Table of Contents

Marketing mix refers to the set of procedures, strategies and tactics which
are used by the organisations for marketing their products and services in the
market. This is essential for the company in order to determine the various
aspects before launching or marketing new products in the market. Nestle is a
Swiss multinational company which deals in a same sector of Cadbury and
providing tough competition to each other. This presentation will cover
comparison of marketing mix of different organisation along with the
marketing plan.
Introduction

Comparison of marketing mix
Marketing mix can be defined as a set of tools or methods which are used by
organisations for promoting their brands or products in market. It mainly
depends on seven elements that are product, price, place, promotion, physical
evidence etc. This technique is used by company for updating the company
about existing offerings or policies so that relevant changes can be made for
competing the rivals in market. The elements are discussed on further slides.

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Comparison of both companies on the basis of Marketing mix is given as
below:
Factors Cadbury Nestle
Product Cadbury is a
renown firm and
have build its strong
presence across the
world. Company
offers various
confectionery
products like dairy
milk, Dinky
deckers, Bitsa
wispa, freddo etc.
Nestle is a multinational
corporation and also known
as world's largest food
company on the basis of
revenue. Offering of firm
includes Baby food, coffee,
dairy products, ice creams
etc. As company operates its
functions at large level then
they also make modifications
in existing products on
regular basis so that brand
image can be maintained in
market.

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Factors Cadbury Nestle
Price Price is also an essential
element of marketing mix
that supports the managers of
firm in capturing huge
market share and customer
base. Company believes in
low pricing method and
delivers products at low
prices as compared to others
due to which they have build
good brand image in the
mindset of customers. For
e.g. Price of a dairy milk
chocolate 100g is £2.00
Whereas, Nestle
provides quality
products at premium
rates. Prices of all
confectionery products
as compare to Cadbury
is high. For e.g.
company charges on
shreddies 80g of around
2.5 pounds.

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Factor
s
Cadbury Nestle
Place Cadbury operates its
functions in around 60
nations around the world and
their products are easily
available at supermarkets
and local shops due to which
they have maintained good
image in marketplace. Apart
from that, company have
also started to selling its
products through online
platforms so that large
market area should be
covered in a less time-frame.
Where, Nestle has made
its presence in 189 nations
therefore market size of
firm is larger than
Cadbury. In addition,
company also offers
products at online
platforms due to which
market share of firm is
also high than Cadbury.
Company have also
opened its outlets in
metropolitans cities in
most of the nations so that
customers can easily find
their offerings.

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Factors Cadbury Nestle
Promotion In order to promoting
offerings, Cadbury is using
various methods or
techniques. Promotion and
advertisements of company
are mainly done through
various platforms like T.V
Advertisements,
Newspapers, Online
platforms, radio etc. Some
effective tag lines Like
“Kuch Meetha Ho Jaye”,
“You Earn It”, Shubh
Aarambh etc. are also used
by company in order to
promoting offerings as per
the needs of customers or
according to the nation.
Company always stay classic and
innovative in their marketing ideas
when they have to promote the
product in market. Nestle uses its
own tune at the end of their each
advertisement that has supports the
company in making good customer
base through out the world. Strong
presence of Maggi and Nescafe have
also provide too much assistance to
the managers in making good
customer base. Nestle also uses
various promotional tools like TV,
Hordings, Online advertisements etc.
for promoting the products. Company
is also active on social media
platform which is used for promoting
offerings.

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Factors Cadbury Nestle
Physical
evidence
For making better
physical evidence
Cadbury have
adopted little pinkish
and violet colour.
Through the colour
and logo of product,
customers can easily
identify the offerings
of Cadbury.
Company also uses
different packaging
in festive seasons so
that large number of
customers get
attracted towards
offerings.
While, Nestle is also using
unique combination of colours
in packaging of products.
Nestle also uses unique logo of
unbalanced heart shape in their
offerings so that customers can
easily identify the offerings of
firm. Outlets of Nestle are fully
air conditioned so that
customers feels fresh at the time
of entrance in outlets.
Management also believes in
creating healthy working
environment so as to removing
harmful diseases or infections
from the workplace.

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Factors Cadbury Nestle
People Company have employed around
70000 employees who are
working in their stores. They are
also efficient and posses
effective skills and knowledge
due to which they are serving the
needs of customers in best
manner. Management of
Cadbury also Provide training to
their employees on regular basis
so that brand image of firm
would be maintained in front of
customers. Employees of
Cadbury have also effective
communication skills through
which they assists the customers
in deciding best product as per
their needs and wants.
Whereas, there are around
30000 employees are working
in Nestle who are providing
their better contributions for
achievement of desired goals of
firm. Employees of nestle are
highly equipped with
leadership and management
skills due to which they have
ability to handle critical
situations in easy manner.
Management of Nestle also
provide training to them on a
specific interval so that they
can improve their personal as
well as professional
development.

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Factors Cadbury Nestle
Process Company is using effective
production process which
manufactures quality based
products for customers.
Distribution and supply
chain system of Cadbury is
very strong that maintains
brand image of company in
front of its customers.
Cadbury also uses lean
management and inventory
management system for
managing or monitoring the
production process or stocks
so that products would be
delivered on time to the
customers.
As Nestle is operating its
functions at large level then
company follows FMCG channel
for distributing of offerings.
Products or services of Nestle are
directly supplied to the retailers or
wholesalers by warehouses of
firm. Company also offers
discount to distributors who
purchase products in bulk.
Company also uses inventory
management for managing or
handling stocks in warehouses so
that products can be provided as
per the demand of customers.

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Tactics used by Burberry
Cadbury is operating its business operations at global level and having a
strong presence in market thus they have adopted various tactics for
achieving desired goals or objectives. Such tactics involves
segmentation of market so that needs and wants of loyal customers
would be satisfied in easy manner. Process of Market segmentation of
Cadbury is given as below:
 Identifying the targetted customers who prefers to buy products of
company for e.g. youths who mainly prefers to buy chocolate or
confectionery products.