Marketing Strategies for Cadbury Chocolate

This article discusses the different marketing strategies that Cadbury Chocolate can implement to increase sales and profitability. It covers various marketing philosophies such as production orientation, product orientation, selling orientation, and societal marketing concept. It also talks about pricing strategies, strategy development, implementation techniques, marketing techniques, technology, and customer loyalty. The article provides insights on how to use external business affecting factors to enhance the firm positively.

Running head: MARKETING STRATEGIES 1
Marketing Strategies
Name
Institution

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Introduction
Cadbury chocolate is one of the second biggest confectionaries in its market, the
company offers a variety of products and the products are widely distributed in all parts of the
world. In marketing there are two phases; it is a philosophy, an outlook, a panorama or a
management orientation that stresses on customer contentment. The second is the activities and
processes used to implement these philosophies (Charles, 2011). Marketing involves more
activities than just activities performed by a group of people in a department. In the often quoted
words of David Packard co-founder of Hewlett-Packard “marketing is too important to be left
only to the marketing department” Cadburys chocolate should follow these Marketing
philosophies to be successful in the market: In the formation of all a company there are preferred
philosophies which they want to run their businesses by. In the 21st-century consumer markets
have shifted and now companies have to philosophies favoring the market. Cadbury chocolate
should ensure their products will move fast and not stay on the supermarket shelves. This is
achieved by strategically pricing of products in this case chocolates, while also ensure good
quality chocolates and always available in the market. The market has also largely been
influenced by other positive factors affecting sales increase.

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Marketing philosophies and concepts of the organization’s approach in service delivery of
Cadbury chocolates, this is how businesses run their companies based on, below we have
discussed them and how when implemented they can positively or negatively affect business and
sales output:
Production Orientation
This concept is the oldest marketing management orientation that guides businesses. The
concept states that customers will favor products that are highly available and affordable in the
market. Companies adopting this concept run a risk of focusing too narrowly on their own
operations and losing sight of the real objection. Cadbury chocolate should ensure that their
business objectives are not only focused on them. But also their on their products, Cadbury
should ensure the products they are producing should be affordable, competitive and available in
order to ensure prosperity in the market. Additionally, the concept causes business myopia since
the assumption that clients will buy products for its greater good and availability and pricing
does not influence buyer decision. And in today’s consumer market due to the high competition
businesses needs to produce good quality goods while also being cautious about the prices. That
is prices of the same chocolates on the market from their business competitors while also
considering their cost of production in pricing.
Products orientation
The product's concept believes that the customers will favor products that offer the most
quality, performance, and innovative features. The marketing strategies under this concept focus
more on continuous product improvements. By use of this concept should ensure Cadburys
Company should produce different types of chocolate and ensure variety. This concept is great

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for those clients who look for quality and don’t mind the price, however, they lose clients are
cautious about price and availability of the product. Cadbury chocolate should acknowledge that
all their clients prefer the best quality of confectionaries and in doing so they should also
remember that their clients want products they can afford. This is greatly due to the large
competition who offer same product with the same quality but at slightly lower prices. Even with
the most loyal clients, they will deviate due to overpriced chocolates. While conducting market
survey Cadbury should look at what their competitors are offering even with their pricing.
Selling Orientation
This concept focuses on the actual sale of the product; selling concept only focuses on
making every product sale regardless of the quality of the product or customers’ needs. The main
focus is making money and does not involve making relations with the customer leading to sales
of their products being quite low. The Cadburys chocolate company should ensure that they do
not only focus on the products they are offering for sale but also ensure their products meet
client’s needs. The company should acknowledge that customer satisfaction leads to more sells
which in turn leads to higher profits making the company successful. Due to their concept, such
companies could even deceive their clients to ensure their products have been bought. The
company tends to assume that more sales lead to more business to the company. And that is
never the case for them since even if they clients buy their products they will not buy again so
any customer loyalty.
The philosophy states that companies and firms should analyze the needs of their
customers and make a discussion to satisfy them, better than their competitors. Selling concepts
cannot let a company last long in the market since it’s a consumers market after all. In the 21st

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century for a business to succeed and a product to penetrate the market they first of must make
products that meet the clients need.
The business by doing so makes relation with the customer to make profits in the long run.
Cadburys chocolate company will be wise to implement this orientation method since it
guarantees that more products will be sold and no stock will be stuck in their stores. The
marketing concept is customer-centered philosophies. The job is not to find customers for your
products the job is finding the right product for your customers. Cadbury chocolates should do a
survey or a research to get to know how they could serve their customer better. Get to know what
preferences of their clients.
Societal Marketing Concept
In addition to marketing orientation, this concept also focuses on society’s well-being as
well. The concept wants to serve the market while also ensuring they don’t harm the
community’s environment, natural resources while also focusing on the wellbeing of the society.
All companies should implement this concept to ensure as they are working they are serving
their community. This can be done by promoting environment conservation around them. They
should also give jobs to the communities around them or more so be giving scholarships to
schools nearby or be enriching their surroundings as positively as they can. As we have
discussed above the several factors which are needed for a product to be successful in the
market. Businesses need to learn competitors in the same businesses as them; as well as play in
the competition this will ensure there is healthy competition. There are also a lot more factors
involved in business marketing dynamics that will be discussed below:

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Business dynamics and trends keep evolving; the marketing management needs a team that will
keep up in them. The following are results of my finding on marketing and research on business
dynamics Cadbury chocolate team should implement:
Pricing strategies
Pricing of a product is an extreme and intense issue since its set after a consideration of a
few factors i.e. what is your cost of product advertising, salaries and competitors prices offering
same products? A company’s management has to put everything into consideration before
settling a price. The strategy is combined with other marketing strategies known as the 4ps
(product pricing promotion and place) pricing comprises of one of the most significant
ingredients in marketing as it focuses on the generation of revenue for the organization
(SHETHNA, 2016). Cadbury chocolate organization should aim to understand the market’s
unmeet customer’s desires that the customers are willing to pay rot. While keeping in mind the
ultimate goal of the company is to increase profits
Cadbury chocolate also set prices on products using different strategies, such as when
trying to penetrate the market the company might choose to put a lower price in order to attract
clients or as the name suggests penetrate the market. Pricing dynamics are very important since
clients are looking for products they can buy confidently, with a correct pricing. Customers also
don’t want to buy under quality goods just because the price is lower. Cadbury chocolate should
create a balance between selling their clients quality products and being competitive in market
prices.

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Strategy development
A strategy is a way of describing how things are going to be done. It is less specific about
how and who but it broadly gives ideas. A good strategy will take into account overall barriers
and resources while state the overall vision, mission and objectives of the initiative. Objectives
show the aims of an initiative and give an idea of what success will look like. A good strategy
has criteria on which it follows: which are giving direction, fit resources and opportunities and
minimizes resistance and barriers. A good business plan should always include strategy
development, from time to time so as to ensure they are moving in the right direction. Strategies
will show new opportunities which should be perused by the organization, respond effectively to
barriers and a more efficient use of time and resources in an organization. Every company from
time to time should have new strategies which are important to the company and act as
scorecards to check where the company was and how far it has come. Lack of new strategies can
lead to the company were losing sight of where they were going hence limit progress and lack of
acknowledgment of new opportunities. This is why employers are encouraged to employ open-
minded individuals who will bring new ideas to the company.
Strategy Implementation
A great business vision even when combined with great business plan needs a good
strategy and more importantly strategies on how to implement them. Marketing implementation
strategies require a purposeful tactical marketing plan aligned with great business plans involved.
Implementation needs a broad perspective which is why companies are advised to source for
seasoned executives working from outside (chief outsiders, n.d.). They will come with ideas of
how to implement strategies that are different from what the companies might have had but are
quite helpful. Whether it is the introduction of a new product in the market or implementation of

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your annually marketing plan you should have a “your go to market strategy” defines how you
will reach the marketplace. Every company should have a channel in which they implement their
strategies. A company could have the best ideas and visions but if the implementation of those
strategies is faulty all the great minds that put ideas together thoughts would have gone to waste.
And for a company to succeed it requires good implementers of new ideas as well as great,
minds who come up with them.
Marketing Techniques
The marketing techniques used by a company great fact in consideration of their increase
in sales. Using different forms of marketing will bring clients but at a different rate also
considering the channels used by a company to market its products. In the social media era, most
companies are finding marketing more effective over social media this is due to the high number
of the population they can access over the internet every day. Other modes of marketing include
billboards; TV and radios will have shown to be quite effective. But marketing also needs
strategies when being created since a small business or new business cannot compete or use the
same channels of advertising as a business that’s been in the market (Kimbrell, 2015). Also when
marketing organizations should have it targeted viewers or population to avoid information
landing to the wrong group of people. Make the adverts feel personal like they are talking
directly to the client. If done well, advertising can greatly help increase revenue for the company
as well as bring clients. But when not done correctly advertising will cause a company to lose
revenue and wasted time in the marketing department.

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Technology and competitive advantage
Technological development has had a great influence on the business world it has
enabled businesses to be strategically placed on the world map that where ever one is the can
connect with all other businesses. In today’s world, one can even make sales and receive
payments without meeting the client face to face. This is all thanks to technology online selling
is very rampant that some people run businesses from the comfort of their own houses and
receive sales proceedings safely. Other companies around the world sell products directly to the
user in different continents all thanks to technology. With these technology advances, businesses
should take make policies that are technological friendly; even at the office's technology helps
reduce loads of work.
Companies that use technology are termed as up to date and can conduct business more
efficiently than those who are still behind on technology. For example, companies using online
payment, modes are likely to get more clients even due to convenience. Use of technology in the
office also creates a more professional environment with neat works done. Technology also
promotes uniformity of products as well as paperwork and lastly, technology enables easier to
retrieve/access and more convenient storage of files.
Customer Loyalty
In most cases, these factors form around customer satisfaction. Client satisfaction is one
of the main reasons for product performance. Satisfaction is the fundamentals to the well-being
of the customers, to the firm’s profits through purchase and patronization and to the stability of
economic and political structures (Oliver, 2014). Customer satisfaction is one of the most

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important dynamics in marketing. The customer a company deals with determines whether the
company will progress in the market or will fail. When customers are well taken care of you are
guaranteed that they will come back and buy your products. They can also help greatly by
putting in a good word of mouth for your company leading to more sells. When not happy
customers will make sure they don’t try your product which according to them they were
disappointed and will also put in a not so good word of mouth leading to decrease in your sales.
As a company, you should strive to make customers happy.
The research I recently conducted showed that external business affecting factors can be used to
enhance the firm positively but when not careful firms can fall victim to them. But businesses
should use such information to their advantage.
As the newly appointed marketing manager in Cadbury dairy chocolate, I would make use of the
above findings to improve the company. I would do this by increasing revenue, making our
brand more stable and increasing market share.
Increase profitability
As the newly appointed manager of Cadbury dairy company, I would work with my
marketing team to ensure that our company has the best reviews on our chocolate products. I
would work hard to ensure that we are using effective marketing channels to ensure we draw
traffic to our chocolates. Also, we would work on getting to know what chocolates they would
prefer, what clients are looking for in the market, we would work on client retention as we work
on getting new ones. The more client returns the more products we will be selling. I would also
implement the production orientation process and make good quality products for clients with
reasonable prices.

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David a sole entrepreneur at legal firm talks to his accountant after finding out that his
company’s revenue has deteriorated and he was facing consistent cash flow problems. He was
involved in a frank talk with his accountant. The accountant asked him the number of hours he
worked in his own firm per the year 2000 maybe he answered. The accountant then asked him to
divide his salaries/ profits by the number of hours he worked to see how much he would have
been earning if he was employed by someone else. David calculated this in addition to the hustle
of running his own company the conversation changed David’s perspective on his work, being
actively involved in a firm’s day to day helped his company, now his financial problems are a
thing in the past(Howells, 2017)
Market share
The best way to improve market share is by increasing the volume of the currency and
number of transactions annually. This is best done by gathering necessary information about
volume and price to determine market growth. This can easily be achieved especially when the
company has all the facts right about consumer market involved.
Brand sustainability
To ensure brand sustainability I would work to ensure our company joins other
companies to work together (Baranowski, 2008) with technology customers are becoming more
saved than before. Co-ownership leverage to create value, companies are no longer owned by
brand names but by stakeholders who test challenge and authenticate brand promises. For
consumers’ employee government agencies stakeholders and NGOs, I would involve all of them
in decision making but as proactive partners advisory and consultants. I would also create more

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space for shareholders to come and aid in decision making as they make contributions on
products and services of the company.
There are also other external factors that affect the business which are PEST being an
abbreviation of Political, Economic, Social and Technological factors. A PEST analysis helps to
determine effects of the business performance in the long run. Cadbury chocolates before going
directly into analysis it’s good to get and understand these factors better.
Political factors: here the government regulations and legal factors are govern the
business (Gimmer, Steward 2013). These regulations play a big role in the company. Since some
of the rules might be favorable to the company while others are not. For example companies
might experience a head time in business in times when the tax are high hence leading to high
overall price of the products. And as we have seen above pricing is a very important factor in
product selling. Governments can also put up favorable regulations to promote upcoming
business or invite investors to a country.
Economic factors: consumer behavior, employment factors, banks and interest rates
affect businesses and organization. Unemployment levels in an economy means less people have
the capacity to actually buy products. While consumer behavior and confidence level of a
product will affect how they will purchase the product. High bank interest rates will increase the
overall cost of production and debts, this will eventually affect the products price.
Social factors: taste and preferences of consumers change from time to time due to
different factors such as age, lifestyle, family, availability and affordability. The young
generation prefers buying products online while the older generation prefers to actually go

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shopping. And different people live different lifestyles that will lead to clients buying products
matching their lifestyles.
Technology factors: technological factors affecting business might not be seen easily but
are actually there and play a big role. Automation of unskilled labors allows company to reduce
employees and start use of computers which are more efficient, fast, and more accurate. This has
both positive and negative effects in the company and its employees. Internet connectivity allows
business to run easier by use of emails, online advertising and making sales. Technology has also
enabled meetings to be conducted even without all members in the same location physically e.g.
via skype. Technology has also enabled easier storage of files and greatly reduced paper work
and storage. All this might seem normal in today’s world but every organization running would
be different.
Conclusion
In today’s consumer market there is a lot of competition that when a business
organization has to do their marketing intelligence to be successful. Companies should work on
achieving customer satisfaction which is the main determinant of a company’s survival in the
consumers market. Customers are looking for products that will serve all their needs altogether
that is price wise, availability, and usability. Business when starting operations should carefully
choose the concept that will lead them to profitability and success. However, discussed for
businesses to stay in the market successfully a lot of factors have to be considered. There are
factors which companies can control which are mostly internal but external factors company
cannot really control. Other factors are such as the PEST analysis cannot be controlled by the

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business. Cadbury chocolate should learn about all this factors affecting running of the business.
For this to happen the company should have qualified staff and personnel to always come up
with new and fresh ideas. Then those ideas should be put into practice to ensure the company
continues growing.

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References
Grimmer, J., & Stewart, B. M. (2013). Text as data: The promise and pitfalls of automatic
content analysis methods for political texts. Political analysis, 21(3), 267-297.
Baranowski, R. B. (2008 , september 22). sustainable bramds . Retrieved from The Five
Principles of Sustainable Branding:
http://www.sustainablebrands.com/news_and_views/articles/five-principles-sustainable-
branding
Brian Webb, F. S. (2008). Information Technology and Competitive Advantage in Small Firms.
Routledge.
Charles W. Lamb, J. F. (2011). Essentials of Marketing. Cengage Learning.
chief ousiders . (n.d.). Retrieved from Expert Marketing Strategy Implementation:
https://www.chiefoutsiders.com/strategic-services/marketing-strategy-implementation
Howells, D. (2017, February 28). haelle douglass. Retrieved from Case study: improve business
profitability: https://www.halesdouglass.com.au/case-study-improve-business-
profitability/
Kimbrell, G. (2015, april 27). Enterprenuer . Retrieved from 6 Steps to a Dynamic Multichannel
Marketing Strategy That Gets Results: https://www.entrepreneur.com/article/245360
Oliver, R. L. (2014). Satisfaction: A Behavioral Perspective on the Consumer. Routledge.
SHETHNA, J. (2016, april 26). EDUCBA. Retrieved from 10 Most Important Pricing Strategies
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