Revamping Cadbury Crunchie: Strategies for Brand Improvement

Marketing Plan

Executive Summary
The file highlights helps to solve the issues of brand improvement by using various strategies. It
also explains the environmental analysis tools to evaluate the threats and opportunities of
Cadbury. Moreover, it elaborates the techniques to enhance the image and reputation of product
and services in the competitive market. The information about Cadbury and its products to be
revamped by following the marketing strategies.
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Table of Contents
Executive Summary.........................................................................................................................1
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
About the company and the product which is chosen for the revamping ...............................3
The competitive environment with the help of environmental analysis ....................................5
Marketing Mix and focusing .....................................................................................................8
The branding can be enhanced with improvement in image and reputation .............................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Marketing Management helps in controlling the aspects of the market to set the desired goals of
the company. It assists in developing the strategies to generate more profit. This report is going
to examine the different ways to revamp its existing product to capture the market. The company
chosen for this report is Cadbury founded in 1824 by John Cadbury which has a wide variety of
products to offer globally. The Cadbury family were the pioneers of the good business in the
world. This report is going to measure the position of Cadbury and its product. Cadbury
Crunchie is chosen for revamping with different types of competitive external factors to
determine the opportunities and threats in marketing environment. It will help in guiding the
development of marketing strategies to understand the complexity of environment. It also
explains the situations and problems which leads to assess the capacity which is adapted to a
dynamic and uncertain future. This project will talk the suggestions and recommendations to
Cadbury which can be used to solve the problems and generate the creative skills which are
essential to develop the strategies.
MAIN BODY
About the company and the product which is chosen for the revamping
Cadbury is famous for creating the modern chocolate bar which is the leader in chocolate
worldwide. It is considered to have the largest distribution platform with the best production
range. It is a British multinational confectionery which is the second largest brand in the world. It
is currently operating in more than 50 countries globally. IT in internationally headquartered in
Uxbridge,west London. It has products like Dairy Milk chocolate, Bournville, Bubbaloo, Milk
shots, Gems, Eclairs, Celebrations, Bournvita, Cabury roses, caramilk and many others.
Cadbury has a good range of chocolates which are ideal for gifting purpose such as
Cadbury Rich Dry Fruits, Cadbury Celebrations and Cadbury Dark Milk. It has a strong
customer base with great brand loyalty, value and name. Its products are high in price because of
its quality. Cadubury's cash cows are Five star, Dairy milk, Oreo and Bournvita. Being an
intentional brand company has to consider all the factors across the different countries. Any
change in rules, regulations and tax policies can deeply affect the working of company. Any
event that causes a decline in sales or devaluation in the currency deeply affects the developing
countries such as Brazil, Argentina, Mexico, Russia, South Africa and many more. They are also
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