INSTITUTE –University School of

Business
DEPARTMENT -Management
M.B.A
Marketing Management- 20BAT615
Ms. Ginni Syal
Assistant Professor
Chandigarh University

UNIT-1 Marketing
Management-Mix DISCOVER . LEARN . EMPOWER

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 Learning Objectives Introduction to
marketing
CO Title Level
Number Will be covered in the
lecture

CO1 Remember
Meaning of term marketing, To understand the  
scope of Marketing, Importance scope, core
concept, what is marketed.

CO2 Understand
To understand the Product and Pricing Decisions,
 
New Product Development Process, Pricing
Process, Policies and Strategies and apply them
in formulating marketing strategies in ethical
context.
CO3 Understand
To understand the Promotion and Distribution
Decisions, Channel Design, Selection and
Management of Intermediaries and apply them in
marketing of products and services in ethical
context.
Topics

• Marketing Mix
• Cadbury Marketing mix
• Discussion Question

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A. What are the 4 "Ps" in marketing?

• 1. Product, Price, Population, Promotion

• 2. Production, Price, Place, Promotion
• 3. Product, Price, Place, Promotion
• 4. Production, Price, Population, Promotion

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 B. What are the 4 “Cs” in marketing which comes under strategic
planning?

• 1. Cost, Consumer, Conditions, Capital

• 2. Cost, Consumer, Communication, Capital
• 3. Cost, Consumer, Communication, Convenience
• 4. Cost, Consumer, Capital, Convenience.

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Cadbury Marketing Mix (4Ps) Strategy

• Cadbury is a British multinational confectionary which is completely owned by the

American company Mondelez International. Cadbury brand is considered as the second
largest brand after Wrigley. The company is famous for its Dairy milk chocolates which is
renowned all over the world. In 1824 John Cadbury opened a grocers shop in Birmingham
and he started selling cocoa and chocolate for drinking. This is how the Cadbury company
started. By 1831, he decided to take this company forward and start making things for
commercial purpose. He bought a factory and started his venture for the commercial
success. Cadbury has never looked backed since then. It kept on moving forward and made
huge impacts in the industry taking big strides towards what it is today. Cadbury diversified
the products and started targeting a wide customer base.
• Marketing Mix of Cadbury analyses the brand/company which covers 4Ps (Product, Price,
Place, Promotion) and explains the Cadbury marketing strategy. As of 2020, there are
several marketing strategies like product/service innovation, marketing investment,
customer experience etc. which have helped the brand grow.
• Marketing strategy helps companies achieve business goals & objectives, and marketing
mix (4Ps) is the widely used framework to define the strategies
Cadbury Product Strategy:

• The product range of Cadbury is pretty large and they make it count.
• The products in the marketing mix of Cadbury are classified according to the seasons and
they are also varied according to the sales in each country. There are a lot of standard
products which are there.
• The other Cadbury products are based on festive occasions like Halloween and Christmas.
The products are not only related to the chocolates but there are other products like
beverages and desserts, which are also in their product line
Cadbury Price/Pricing Strategy:

• Cadbury products are priced as per the quality of them. The prices are high for a few
products like Bournville and there are products which are priced low to carter to the needs
of the other segments. These items are like Eclairs, Perk, Five Star
• he marketing mix pricing strategy of Cadbury depends on competition, demand and
packages. They also have other options for the people which is according to the size of the
products. 
• We find that the products are compiled into gifts package so that they can be available to
the people. They are mainly targeted for the festive seasons and these products are priced
strategically so that the customers have an affinity to buy them.
• Constant marketing of Cadbury products have made sure that they reach to the people
with different taste buds and also carter to the friendliness of the purse. Health drinks like
Bournvita are also priced keeping in mind the targeted customers
Cadbury Place & Distribution Strategy:

• The main way Cadbury has made a huge impact in the global market is just because of the
distribution channel it has.
• he company has made sure that their products are available all over the world and the
carter to a huge customer base. The products are available both in the urban and rural
areas.
• The places of distribution has made the products available to a lot of customers and the in
turn has generated a profit for the company both in terms of customer base and the
revenue.
• Cadbury is a worldwide name and has made its name in almost more than 200 countries.
This shows the distribution channel and the places where it has made its product reach.
Cadbury Promotion & Advertising Strategy:

• the promotion strategy in the marketing mix is done through the television, posters,
newspaper, online, radio. Company has made great efforts to make its product reach the
people and make the people aware of it items. 
• There are various kinds of taglines which are attached with various brands of Cadbury. In
India, Cadbury has “kuch meeta ho jai” which shows that the brand is trying to promote
itself in the market of sweets.
• Again for a different brand like Bourneville we find that the company wants it to be
something like “you earn it.”
• The company also has various brand ambassadors for various types of products so that
each of them is used to make an impression in the mind of the people. Cadbury has not
left any stones unturned to promote itself
Discussion Question

• Highlight the marketing mix of apple in order to have a strong market base in
India?
• Describe the four P’s of marketing as applicable to the marketing of financial
services.

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 Blackboard
Assessment Pattern

Components HT-1 HT-2 Assignment Surprise Business GD Forum Attendance Scaled

Test Quiz Marks

Max. Marks 10 10 6 4 4 4 2 40

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THANK YOU