Marketing Mix Portfolio: Shell, Cadbury, Burberry, Aston Martin, Tesco

This report provides a comprehensive analysis of the marketing mix strategies employed by five prominent companies: Shell, Cadbury, Burberry, Aston Martin, and Tesco. It begins with an introduction to the marketing mix, outlining its core elements of product, price, place, and promotion, and how these elements are utilized to achieve marketing objectives. The report then delves into the specific strategies of each company, examining their product offerings, pricing policies, distribution channels, and promotional activities. For Shell, the analysis covers its diverse product range, pricing strategies influenced by market trends and government regulations, global distribution network, and promotional efforts through social media. Cadbury's marketing mix is explored, including its product line, pricing based on demand and competition, distribution channels, and various promotional techniques. Burberry's premium pricing strategy, luxury product range, and promotional activities are examined. Aston Martin's marketing mix, although not fully detailed in the provided text, is included for completeness. Finally, Tesco's marketing mix is discussed, focusing on its product offerings, pricing, and distribution strategies. The conclusion summarizes the key findings and highlights the importance of adapting the marketing mix to suit specific market conditions and company objectives. The report references academic sources to support its analysis.

Marketing Mix Portfolio

Table of Contents
INTRODUCTION...........................................................................................................................3
Marketing Mix of Shell...............................................................................................................3
Marketing Mix of Cadbury.........................................................................................................5
Burberry Marketing Mix.............................................................................................................7
Aston Martin Marketing Mix......................................................................................................9
Marketing Mix of Tesco............................................................................................................11
Conclusion.....................................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing mix is a tool which is used by the organisation to promote their product in
Market. Marketing mix consist four key elements they are product, price, place and promotion.
Generally, the marketing mix is used by organisation to pursue their marketing objectives
(Lahtinen, Dietrich and Rundle-Thiele, 2020). Nowadays Marketing mix has further increased
the elements they are Positioning, Packaging, process, people, physical evidence, etc. In this
report there is a discussion of Five companies marketing mix. The Chosen Companies are Shell,
Aston Martin, Burberry, Cadbury and Tesco. The portfolio highlights the use of particular aspect
of Marketing Mix (Hanaysha, 2020).
Shell
Shell is British-Dutch Company which deals in oil and gas and headquarter in The
Hague, Netherlands. The Organisation is incorporated in UK as a Public Limited Company. The
products of Shell are LNG, Lubricants, Petroleum, Natural gas and Petrochemicals. The
Company is one of the Fifth Largest organisations in World which is measured by 2020 revenue.
Shell was founded in 1907 by amalgamation of Royal Dutch Petroleum Company and Shell
Transport and Trading Company. The two companies were of Netherlands and UK. Royal Dutch
company was of Netherlands whereas Shell was of United Kingdom. Royal Dutch Shell is one of
the strongest company, they have created their presence in several countries of World. The
Company has adopted various Marketing Strategies to increase their brand position in Market. Its
Logo is unique and recognised easily which helps in promoting Brand awareness. The
Organisation also promotes their brand by using Social media platform such as Facebook,
Instagram Accounts and YouTube. They have official Channel on YouTube in which they share
information related to the company (Tong, Luo, and Xu, 2020). The price of Royal Dutch Shell
is regulated by Market trends and Government; they have to maintain the pricing policy
according to these two factors. The company opts variable pricing policy as they deals with
several products or services. For the products such as premium petrol they use Premium pricing
strategy. The company has also faces competition in Market for this they adopt Competitive
Pricing policy which depends on the price adopted by their competitors. The products of Royal
Dutch Shell are spread globally; they supply and distribute their products in nearly seventy
countries in World. The company has more than Hundred Distribution Terminals and Supply

Points at least Seven Hundred Seventy in different countries. In Shell V power Brand the
company sells Fuels to other global countries. The Customers of Shell are Government and
Private Institutions who deals with oil and gas energy products. In B2B Segment they provide
Fuel for transportation, Lubricants for keep engines moving and Energy for heat and light. In
retail segment their customers are oil pumps and Auto service outlets. The Business customers of
shell are Aviation, Marine, Shell commercial fields, Industrial Lubricants and Oils in Business,
Shell Retail Brand Licensing, Bitumen and various others.
Products of Shell
A Product is an idea which is created for the benefit of Market. The successful product
can leads a company in profitable market whereas if product doesn't fulfil the requirements of
customers the Firm can face a heavy loss. Product is a type of goods which is offered to the
people for satisfying their needs and wants (Kumar, Shankar and Aljohani, 2020). The product is
an instrument which attracts customers to buy the items from Company. It is the only thing
which helps the organisation to increase their Market Share. Product is an item which is used for
selling purpose. Product is a commodity which reflects the brand name, quality, packaging,
features and styling. The Brand value of company depends on its products. The company
produces the products in exchange of the money. Basically products are of two types Tangible or
Intangible. Royal Dutch Shell includes all areas of oil and gas Such as Petrochemicals,
Production, distribution, power generation, exploration, refining and Marketing. Shell serves
various products in different countries. The products are distributed in countries on the basis of
Demographic Factor, Demand Fluctuations, Competition Presence and Production Costs. The
Success of Shell is based on quality of product which makes the company long term successful
Brand. The company has divided its operation in few parts they are-
 Downstream-

In Downstream, Shell manages manufacturing, marketing and distributing activities
which are related to Oil and Chemical products. They also deals in supplying crude oil, refinery
and Shipping.
 Upstream-
In Upstream Operation the departments searches and recovers the crude oil and natural
gas. The Search operation department manages upstream and midstream operations so that oil
and gas must delivered in Market appropriately.
 Integrated gas and New Energies-
In this operation the departments convert gas to liquid and deals with Liquefying natural
gas.
 Projects and Technology-
This group offers functional leadership in areas such as Health, Procurement, safety,
environment and contracting. It manages the activities of upstream and downstream operation.
The products of Shell are used for industrial, transport use and domestic purpose.
Shell has utilised product strategy effectively as it helps in choosing and deciding the
suitable marketing strategy that can be used by company to increase their growth and profit.
With the help of these strategies Shell had planned a successful offering of products.
Cadbury
Cadbury is a Confectionery Industry which is situated in London, England. The company
operated its business in more than 50 countries. Cadbury is known for its Chocolates, Roses
Selection boxes, Creme Egg and various other confectionery products. These Marketing
Strategies helps organisation to achieve its goals and objectives (Schweppes, 2019). There are
various range of products in Cadbury they are Bournvita, Cadbury Dairy Milk, Five Star, Oreo,
Blackcurrant Mini rolls, Perk, Dairy Milk Fruit and Nut, Brunch Hazelnut, Caramel, etc. The
other products of company are based on an Occasion and Seasons. In their product line
Chocolates are not only their main product they also offers desserts and beverages products. The
Market share of one of the Cadbury's product Bournvita is leading product in milk additive
(Khan, Freeman and Lee, 2020). The products of Cadbury are available everywhere in World.
They make sure that they create a strong customer base with their products available all over in
the World (ALawadi and Al Salam, 2021). They serve the products in Rural as well as Urban
market. The rural market of Cadbury is weak because of low demand whereas they get high

demand from Urban Market. Cadbury is one of the recognised companies in the World as they
create a strong distribution channel through which they can reach to maximum number of
customers. Cadbury use various promotion techniques to promote their products and each
products promotion is different. They promote their products through television, newspaper,
posters, online medium, etc. Cadbury uses different advertising campaign to promote their brand
and products. They usually do emotional advertising campaign for creating a strong customer
base and connect with them. Cadbury uses BTL promotion and Vernacular Communication for
promoting their products in different regions and states (Singh, Pasco and Dash, 2021). Cadbury
targets the customers of all age and segments as people enjoy consuming the products of
Cadbury. The people of different age whether Old, Youngsters, Children and Middle age enjoy
to eat the products of Cadbury whether it is Chocolate, Beverages and Biscuits. To attract the
customers company uses various promotion activities through which they can grab strong
customer base. They provide discounts and offers on their products so that more customers can
buy the products.
Price of Cadbury
The price of Cadbury products is reasonable with high quality. The pricing strategy of
company depends on demand, competition and packages. Price gives a value to the product as it
includes ability to pay, input costs, competitor actions and market conditions. Price determines in
what quantity the product must be produced. It is a compensation which is given person in
respect of any goods purchased and also process which business sets for selling their products
(Colbert, 2020). A price is a quantity of payment which one person give to other person in return
of any commodity. Cadbury serves various varieties of products there price is different from
each other. The product price is low as well as High it varies according to the Season and

Festivals. The price of Cadbury products are decided keeping in mind the customers (Cohen and
Harsha, 2020). Cadbury charges high price for few products such as Bournville and also offer
products with low price in Order to fulfil the needs and requirements of customers, the products
with minimum price are perk, five star and Eclairs. The pricing strategy of Cadbury is totally
depends on demand, packages and competition in Market. The prices are decided in such a way
that all target segment can purchase the items easily. Due to the constant marketing the products
of Cadbury reach to large number of people with different taste buds. They have also decided the
price of health drinks by keeping in mind the targeted people. One of the items of Cadbury which
is Dairy milk is considered as premium brand of Chocolates due to its positioning and also starts
from low price which can be affordable by various target segments. In Chocolate segment, the
Company have several varieties of products and its pricing depends on the type of consumers
who is going to buy. Cadbury use different types of pricing strategies for its products such as
skimming pricing, economy pricing and Bundle pricing. By using skimming pricing they charge
price high to gain some advantage of people for new design and product at any price. The items
for which Cadbury charges high is Bournville, Oreo biscuits and Cadbury silk. The Company
also uses the Economy pricing through which they sell different variants of their products to
reach out maximum number of audience. Cadbury serves dairy milk with different sizes and
charge price accordingly. The products like five star, perk, Dairy Milk Chocolates are priced
economically. The Organisation also uses Bundle pricing in which they sell multiple products at
low price so that they can easily grab the products. Cadbury offers products bundled together at
low or discounted price during occasion or festive season so that they can attract large number of
people towards the brand. Cadbury has created a brand value in the Eye of People and Market
by maintaining high quality of products with affordable price.
Burberry
Burberry is a Luxury Apparel Brand which offers Leather goods, eye wear, footwear,
Cosmetics, Fashion accessories and Fragrances. Headquarter of Burberry is in London, England.
The Competitors of Burberry are Louis Vuitton, Gucci, Chanel and Caroll. Burberry is a Public
Limited Company and Fashion Industry. Burberry is one of the luxuries Brand of fashion in
World (Sánchez, and Sánchez, 2020). The products of Burberry are Beauty, Accessories,
Footwear, Eye wear, etc. The Collections of Burberry involves Burberry London, Burberry Golf,
Timepieces, Burberry Prorsum, Burberry touch and various others. The sale of Burberry is

dependent on Men's Wear and majority is based on Women's Product. In Accessories Burberry
includes Bag and Wallets of leather. The pricing Strategy which Burberry uses is Premium
Pricing for selling their products to Customers. Due to the luxurious items they produce with
innovative designs their price of the product is high. They target the people who are of High
class and for them money doesn’t matter. The customers buy the products of Burberry due to
their best quality. The Policy of pricing depends on various factors such as Product demand,
Competitors price and market research. For promoting their products Burberry uses TV,
Billboards, print ads and online ads. They use the effective promotion strategies through which
they can reach more and more customer. Burberry do advertisement of their products in High
Class Magazines through which they can target a particular group of people. The company had
invested in Digital Marketing that helps them to communicate the information and message to
Customers. Burberry also relies on Endorsements through Celebrity which helps in attracting
more customers towards the brand as celebrities have million followers (Margulis, Levesque and
Boeck, 2019). Burberry targets the people who lives luxury life and want product of best quality
and doesn't care of Money. They Target different segment of people such as Men, Women and
Children but they must be of Wealthy Backgrounds. As they target High class group the
company earns High profit and its growth also increases. Burberry also provides training to its
employees so that their skills and knowledge get develop and they attract customers towards the
brand.
Place of Burberry
Place refers to method through which goods can be easily accessible to people. Place is
particular area in which company provides products to its Customers. The price determines the
margin that is decided by company for particular product. Place is a process through which

products should available to Customers. Place is a location in which the organisation can earn
profit by providing commodities to audience. It is an area in which customers visit for
purchasing the products or services in Outlet. Tesco have various stores in different countries.
Burberry had established its Business unit in more than 50 countries. The stores of Burberry are
located in area which is highly populated and through which they can generate High revenue.
The products of Burberry are sold through Branded stores, Third Party dealers and Global
Franchises. In various Premium departmental stores and Showrooms the products of Burberry
are displayed. Even some famous shopping sites have grabbed the license to distribute the
products of Burberry. The company have its own websites in which all the products of Burberry
are displayed and information related to the organisation is provided to customers. The
distribution Channel of company is efficient and Fast, the customers can place their orders of
products through websites (Mintz et. al., 2020). Burberry encourages the product perception and
brand in target customer Groups through which they maximise their profit with providing best
quality of product.
Aston Martin
Aston Martin is a British Luxury sports car which is located in Gaydon, United Kingdom.
The company was started by two friends Lionel Martin and Robert Bamford they both were in
same college. Aston Martin produces beautiful cars with innovative designs. Aston Martin is
known for its excellent performance and Styling of Luxury Cars. The company offers
customisable products so that customers can buy exclusive product in automobile sector. Aston
Martin products are Aston Martin DB11, Rapide S, V8 & V12 Vantage, Vulcan and various
other models. The customers are enabled to buy the products which are exclusive in Automobile
Sector. The products of Aston Martin need High maintenance and Care from customers due to
High Octane power it possessed. Aston Martin also keeps coming with new innovative cars to
attract more customers (Reisdorfer-Leite et. al., 2020). Aston Martin use Premium pricing
Strategy in their pricing policy. The customers who don’t think twice while purchasing products
of Aston Martin are the one who can afford it. Due to High maintenance the Company target rich
and affluent class people so that they can maintain their car effectively. Aston Martin get
successful in maintaining its pricing policy as they target rich clients through which company
generate maximum profit with superior quality products. Aston Martin serves their products
globally, there outlets are situated at rich locations where they can target the rich customers to

visit in Shop. The company's presence is spread in six continents including fifty countries. The
distribution network of Aston Martin is strong as it includes own exclusive showrooms and
Dealership programs (Ibrahim and Harrison, 2020). Aston Martin offers its products to rich class
people as the car need high maintenance which cannot be maintained by Medium class people.
As Aston Martin is a recognised brand they provide training to their employees so that they look
attractive and presentable in front of customers. Aston Martin has utilised the elements
effectively by targeting the customers who helps to generate high profit and increase the growth
of company. Aston Martin uses its Social media presence to engage with customers directly.
They also focus on developing the living standards of people.
Promotion of Aston Martin
Promotion is a tool which helps the organisation to increase their brand image with its
products. Promotion is an activity through which company promotes their products. Aston
Martin promotes their products through Billboards and Magazines. As the Brand is worldwide
recognised they created a niche market for themselves. Aston Martin believes in direct dealing
because they feel that there must be strong relationship between the company and customers.
The company is also active in social media platforms such as Instagram, Facebook and Twitter.
They also have their official website on which customers can visit and avail the information
related to Cars.
Tesco
Tesco is a British company located in London, United Kingdom. It was founded in 1919
by Jack Cohen. The company is third largest retailer in World having various stores in 11
countries. The products of Tesco are Supermarket, Hypermarket, Superstore and Convenience
Shop. Tesco offers varieties of products at different stores. The company serves products which

fulfil the needs and requirements of customers of different segments in Market. The products of
Tesco are Beverages, Bakery products, Home and Garden products, Party and gift products,
Clothing and Jewellery, Baby and Toddler products, home electrical products and various other
products. The products are also selling through online mechanism. There are various brand of
Tesco such as Tesco Lotus, Tesco Loves Baby, F&F Clothing, Tesco Kipa, Tesco Value, etc.
The company follow the pricing strategy of Cost Leadership. Tesco provides the products at Low
price without keeping their quality down. The main aim is to keep their customers happy by
fulfilling their needs and requirements. The company also runs a unique program in which they
guarantee that if any customers get the products lower than their products the company will
match the price if they buy 10 products or more products. This programme is known by name
Brand Guarantee (Colbert, 2020). The Organisation stores are of different types they are Tesco
Superstore, Tesco Express, Tesco Metro, Tesco Home plus, Tesco Extra and Tesco Compact.
The company have two distributions channel for offering their products or services they are
Online and Offline. The company has strong brand value as they offer low price products to its
customers. For promoting their products company uses promotion tools such as Hoardings,
charitable events, Television ads, etc. Tesco offers discounts to their customers to increase the
sale. They provide offers such as half price or buy one get one free. The objective of company is
to improve their brand value by reducing costs with maximising its profit.
People of Tesco
For making the company successful there is the hand of excellent staff. For gaining the
loyalty of its customers they conduct programs such as buy as you earn, Colleague Privilege
Card and save as you earn. Tesco also compensate to its staff who contributes in their success.
Tesco is a leading retail brand in Market that deals with varieties of products to distribute or sell
the items they hire lot of people who can give their best in achieving its goals and objectives.

People are the employees of Organisation who undergo with various selection processes which is
held by firm. Tesco value their employees so that they can give their best performance in
accomplishing the Target. The Company also gives promotional opportunities to their workers
that give their best potential in making business successful. Tesco Organise training and
development programs for their staff members in order to increase their morale and skills which
helps in making them more competitive and strong in achieving business goals. With the help of
training and development activities, employee’s skills, knowledge, abilities and capabilities get
improved which increases the brand value of Organisation. The Highly skilled staff members
make efforts to improve the growth rate of Firm by contributing their innovative ideas and
opinions which matters most while taking productive decision. Tesco uses the people strategy to
enhance their brand image by providing affordable price of products with better quality. As
customers get attracted towards the products which are of low cost.
Conclusion
From the above information it is been conclude that for increasing their brand value the
company must opt for a strategies which helps them to maximise profit. There are various
Marketing strategies such as Marketing investment, product innovation, customer experience,
etc. With the help of these marketing strategies the organisation can achieve its goals and
objectives. The company uses Marketing Mix to define these strategies in broader aspect which
helps in increasing the productivity and growth.

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