This report provides a comprehensive overview of marketing essentials, beginning with an introduction to marketing and its core activities. It delves into the marketing mix, outlining the 7Ps (product, price, place, promotion, people, process, and physical evidence) and their application. The report includes a detailed comparison of Cadbury and Nestle, analyzing their product portfolios, pricing strategies, physical evidence, and people-centric approaches. Furthermore, it presents a marketing plan, focusing on Cadbury's vision, strategic objectives, and product description for a new sugar-free cupcake. The plan covers segmentation, targeting, positioning, and the marketing mix, culminating in a detailed marketing budget. The report concludes by emphasizing the critical role of marketing in driving sales and satisfying consumer demands, referencing key marketing concepts and functions.