Revamping of Cadbury Dairy Milk Celebration Pack: A Marketing Management Analysis

This report analyses the revamping of Cadbury Dairy Milk Celebration Pack and its impact on marketing management. It includes SWOT analysis, marketing mix, and recommendations for improving branding and reputation.

MARKETING
MANAGEMENT

Executive summary
This analyse define the marketing management in which the organisation revamp their
product in order to increase their customer base and enhance sales. The main aim of this report is
to understand the concept of product revamping. This study analysis those factor which can
impact the process of product revamping. This report will make enable to get knowledge about
the marketing mix and SWOT analysis of a company that will help them to determine those
component which can direct impact company's product and their promotional activity. This
report will be based on different approach of marketing management.

Table of Contents
Executive summary..........................................................................................................................2
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
Brief description about organisation and the chosen product................................................4
Explore environment factors that helps to identify opportunity and threat that create an impact
on chosen firm........................................................................................................................4
Marketing mix of the product and recommendations.............................................................7
Examine that how firm can improve branding and enhance the reputation of product and
analyse this impact on brand positioning...............................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing refers to a procedure that undertake to advertise specific products and services
from producer to its consumer. This is highly essential for any business in order to increasing
purchase that can bring positive growth (Gama, 2017). This report is based on Cad bury, its
headquarters is in UK. It can deals in chocolates that generally made for happy moments. This
can increase customer ease as well as brand loyalty. This helps to motivate females for make hair
always ready. This report considers to discuss about company as well as product that should be
revamp, identify opportunities and threat that create an impact on organisation, discuss
marketing mix, examine that how organisation can improve branding and identify impact on
brand positioning that can influence business growth.
MAIN BODY
Brief description about organisation and the chosen product.
About Firm
A brand that specifically chose is Cad bury, it is a British multinational brand that can deal with
chocolates. It was established in Birmingham, England in year 1994. It focus on attracting
customer through providing wide variety of products such as cad bury celebration, born-vile,
coco bakes, cocoa and so on. This can easily increase clients traffic just because its outer
appearance as well as packaging. Company gives high quality milk products to its customer that
can be examine in a heavy liquid form.
About Product
The particular product that is chosen for revamping is celebration pack of dairy milk. Company
can change the packaging style of this product from rectangular to circular. This can attract lots
of customer just because of this new innovative design. More people want to try this who are
focus on technologies.
Explore environment factors that helps to identify opportunity and threat that create an
impact on chosen firm.
In case for analysis the whole business there are various tools and techniques that easily
knows to understand environment of organisation(Hou, Wang and Luo, 2020). So in case of
dairy milk porters five forces analysis require that helps to know about competition level of

business in market place. Basically this define a attractiveness of company structure for making a
high competition benefits.
 Entry of Competitors: It refers to threat of new entrants that reflect barriers in entry and
exit in marketplace(Hunt and Madhavaram, 2020). The new entrants will come as they
try to exploit new part of market. The entry of competitors is very high just because there
are several rivals of cadbury such as Nestle, Hershey's etc., inside this market. These
organizations overwhelm the confectionery area with their own specific sorts of
chocolates. This makes the obstruction for section extremely difficult for one more new
organization to begin Cadbury's rivals have the ability to attract and this can create an
impact on clients through techniques, price and new design of the item.
 Threat of Substitutes: It is another main hurdles that can affect company position. AS
most of supermarkets can copy the actual brand. They deliver their own brand at a
cheaper price. So the threat of substitutes are moderate because this new design increase
the competition level and other rivals also try to focus on introducing new changes in
their item. The main hindrance that affect cad bury business production due to this
revamping is to identify a perfect segment that can highly gather with a requirement of
entry and foreign policies that influence company operation.
 Bargaining power of buyers: It is also most important part as without theses no market
can run and succeed with growth(Kotler and et.al., 2021). So in case of this innovation in
cad bury( dairy milk) a bargaining power is considered moderate to high because when
this design is introduce competitors also try to establish something different that can
engage customer attraction. This can affect a alteration in consumer loyalty. Hence, dairy
milk has to take precautions on making something new and decide an affordable price as
it helps to satisfied potential clients.
 Bargaining power of suppliers: In this factor business totally depend on make a
difference between product cost and sale price of item. This can affect profitability of
business. In case of cad bury bargaining power of supplier is low, the reason behind that
is there are large number who can sale similar items in marketplace. This company are
focuses on maintaining an effective relationship with suppliers across the world. So that
this firm can use scale of economy for purchase raw material as a very cheap rate and
sale it is in bulk that can enhance company success.

 Rivalry among existing player: This is the big threat for any kind of company as this
can generate danger potential in business through delivering similar items at a very less
price(Krasyuk And et.al., 2017). In case of Cad bury competition of existing player is
extremely high as many of companies in market are producing chocolates such Nestle,
Ferrero etc. So most of the competitive are provoked while seeing this new design in
market place and then try to improve their ideas to make their competitiveness strong. In
short, the competition level are always strong it is just because many of the organisation
provide similar kind of products and customers can chose according to their satisfaction
and loyalty.
For measuring the firm competitiveness after introducing existing products with new innovation.
Following analysis must be considers.
Opportunities
 Corporate involvement: Cad bury celebration pack can make their item portfolio more
solid with restrict with participates and including understudies as it give them novel
thoughts which assists organization with getting upper hand in market.
 Increase geographic reach: Cad bury is a multinational brand and has large product line
that gives opportunity to them to generate revenue. This association can expand more
benefit with offering more geographic extension as organization can offer their new items
to number of nations. It likewise give them freedom to build their market share.
 Targeted every generation: Cad bury is producing innovative products in market for
earning profit. This organisation has opportunity to produce customer base item those
who are highly love to eat chocolates and celebrate their happiness. So, this design will
open a opportunity for firm to attract more traffic who are highly recommend dairy milk.
Threats
Government policies: This refers to an another obstacle which make sway on business of
cadbury(Stoychev, Dimitrova and Desev, 2019). This is an British global brand which is giving
their items and administration in various nations for reason for acquiring benefit for association.
To sell items in several countries administrators of organization needs to follow various
strategies of government. These strategies make issues for organization as government put

weight of duty and obligations on business. These approaches some of the time make sway on
endurance of firm.
Raising competition:There is expanding competition in market which make danger for
organization. There are different contenders which are giving same items and administration in
market. These rivalries are building compelling methodologies to draw in clients of cadbury in
market. Contenders make sway on showcasing offer and benefit of organization as in for defeat
of present circumstance, organization needs to diminish their costs which decline their
productivity level.
Marketing mix of the product and recommendations.
The marketing mix refer to the set of action that business undertake in order to build and
promote its service or product to its customers. It help the organisation to ensure that they are
able to offer their customers an appropriate product and right time and right place with accurate
price. In context of Cadbury Diary Milk, there are four Ps of marketing mix which are given
below:
 Product- It refers to the goods that is offer by a company to its target customers. The
company's product significantly depend on the type of relative company and what it do.
The product can be virtual or physical. It is classified on the basis of durable and non
durable goods. These are the ultimate customer purchase for himself to use it. In context
of the Dairy milk, it is biggest chocolate brand and expected by everyone in the world.
This product is positioned as something sweet which is essential for everyone due to its
exquisite taste. This product line is started with higher consistency of the milk chocolate
(Pradini, Haryono and Indriani, 2021).
 Price- It refers to that amount which is paid by the customer for the product. It depend on
the company's competitors, cost of production, demand and willingness of customer's
spend. A marketer should link its price to given products by considering, seasonal
discount, competitor price and supply cost. In context of Dairy milk, the company
believe to provide best possible chocolate at the moderate cost in order to seem very
affordable for every customers. For this, the company following competitive pricing
policy and kept price of this product at par with competitive companies (Cuellar
Quiñones,, 2021).

 Place- In this, the company decide where its product should be sold and how to deliver
their products in the market. Objective of a business executive is to get the company's
product in front of its customers that are most likely to purchase them. In relation to
Dairy Milk, Cadbury Dairy milk is considered as a world wide brands, it is solve in many
countries such as Russia, Canada, India, China and many more. Manufacturing of this
dairy milk take place in France, Poland and Ireland. For its distribution, the company
undertake an efficient and capable transportation chain. It easily available at any grocery
store, convenience store, corners store and supermarket ( Siles Quiroga, 2021)
 Promotion- It include the thoughtful and specific advertising that help the company to
reach its target market. It include the public relation, advertising and several promotional
strategy in order to reveal to the consumer that why they should buy the specific product
and pay certain price for this. The Dairy Milk contain a global presence by maintaining
its position at number one in the consumer market. It launched several promotional
activities which are helpful for them to create a further brand awareness. This product is
very iconic an distinguishable easily with its purple packing.
 Recommendations
The recommendation is a proposal or suggestion as the best course of action implemented
by the company(Springer Fachmedien Wiesbaden, 2018). It is recommend to the company that
they should bring the product with a new packaging style. They should determine that what type
of change the customer wants and understand the motivation behind their products revamp. Their
revamping strategy should be aligned with their goals. In context of Cadbury Dairy Milk, they
want to revamp their product that is chocolate from square to circle design. For this the Cadbury
should manufacture their Dairy Milk chocolate in new structure so that it can attract more
customers and contain some difference by their competitors. For this they have to define their
product in detail to its customer by inform them about the quality and uniqueness of the
revamped products. To make their product more effective it is require that they follow that type
of pricing policy which is affordable for the customers as well as maintain the organisational
profitability. The respective company can add some extra features in their product to make it
more attractive. It is suggested to the company that they make the distribution of products at
convenient place so that the customer can get their product easily.

Examine that how firm can improve branding and enhance the reputation of product and
analyse this impact on brand positioning.
Branding is very important process that make the company product position in market.
Effective brand image can make a value and creditability for customers. This new design can
make a better brand image in the market. The main aim of this attractive packaging is to develop
their chocolates. Organisation can promote their revamping on several platforms such as
newspaper, online media like you tube , Instagram, twitter etc. This is really helpful for making a
effective identity of such item. They can build a solid presence of this specific product.
Impacts:
 Bring competitive advantage: A brand revamp is very important for business as most of
the customer are focus on try something new that gives them a better satisfaction. So, this
can affect the image of brand and this ability defines a key to enhance competitiveness
through establish new design in outer appearance of item. This may always come up with
taking something new that affects rivalries in order to generate also something new just
sake on increases competition level.
 Effect brand equity: A cadbury can make a change in their existing product that is
celebration pack(Teoli, Sanvictores and An, 2019). They can come up with new
appearance that can convert from rectangular to circular form. This can positively affect
the equity of brand in terms of their leadership, image, loyalty and awareness. This is also
increases sales repetition that makes a long lasting image in mind set of customers. Thus,
this positive influence increases market share and develop brand equity.
 Build a uniqueness: The innovation of product take as a challenge by the industry
because this can derives various benefits in terms of developing items. This development
make a item unique. In case of cad bury this modified design generate a uniqueness as
this can positively affect desirability of such item to consumer.

CONCLUSION
From this report it is find out that, the product revamping is a marketing plan which is
very essential for an organisation in order to increase its sale by manufacturing a product in a
new way. For revamping of a product, it s very important to analyse it macro or micro
environmental factor to identify those elements which can impact the particular product in a
negative or positive way. The porter's five forces also help the company to determine that factor
which can become threat for them and how they can enter a new market by analysing the
customer's or supplier's bargaining power. While a company revamp its product then it should
carefully examine the marketing mix by focusing on its 4Ps. The company should try to improve
their product and marketing mix strategy in order to launch their revamping product effectively.
They should improve their brand and also increase market image of the product to revamp their
product efficiently.

REFERENCES
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