Marketing Plan and Strategies of Cadbury

Food Marketing

FOOD MARKETING: 1
Executive summary
The report concentrates on the marketing plan and strategies of Cadbury. The content
discussed how the company managed to position itself not only in the particular segment but
it had spread its target market to all types and age groups of the consumers. The company has
become a strong confectionary market that delivers wide range of food products for all
occasions.

FOOD MARKETING: 2
Contents
Executive summary...............................................................................................................................1
Introduction...........................................................................................................................................3
Industry analysis and product................................................................................................................3
Consumer behaviour.............................................................................................................................4
Target segment......................................................................................................................................4
Segmentation........................................................................................................................................5
Consumer decision-making process......................................................................................................6
Positioning.............................................................................................................................................6
Marketing-Mix.......................................................................................................................................6
Product..................................................................................................................................................7
Price.......................................................................................................................................................7
Promotion..............................................................................................................................................8
Marketing activities...............................................................................................................................8
Packaging...............................................................................................................................................9
Price promotions...................................................................................................................................9
Conclusion...........................................................................................................................................10
References...........................................................................................................................................11

FOOD MARKETING: 3
Introduction
Cadbury was introduced and formed with collaboration in 1969. The company expanded its
power and lead into international confectionary company. Cadbury is one of the renowned
brand in the confectionary industry and it has expanded its operation in various food
products. The company is very well known for its wide range of dairy milk products. The
company has covered almost 66 counties through its effective marketing strategies. Initially,
it focused on children demands but it observed that the growth percentage has become stable.
In order to improve and extend its hands to enlarge and spread its target market, it introduced
other products. It also introduced the product named dairy milk that has high milk proportion
and content that have become best-selling product of Cadbury (Balaji, Londhe and Shukla,
2016).
Industry analysis and product
As Cadbury deals in confectionery business, it has been always a market that focuses on
organisations. Cadbury has become a leading food product dealing in various segments. The
industry analysis undoubtedly covers porters five forces analysis. The intensity of
competition has become more prevalent in the confectionary industry (Neilson et al., 2018).
As the industry shows good potential growth, new plays may plan to decide to enter the
confectionary market. Due to entry barriers, high establishing manufacturing standards
lowers the intensity of new entrants in confectionery industry. The suppliers of the cocoa is
limited due to challenges faced by the farmers in the cocoa sector in places such as Cameron.
Both new and existing competitors affect the average profitability of industry. The threat is
based on the market entry barriers. The consumers are not limited to a particular age such as
children. It has become more popular occasionally such as mother`s day, children`s day,
Diwali etc (Park, Ungson and Cosgrove, 2015).

Marketing Plan

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Situation analysis.......................................................................................................................1
SWOT analysis..........................................................................................................................2
Marketing objectives.................................................................................................................3
Marketing strategies.................................................................................................................3
Implementation.........................................................................................................................3
Evaluation and control.............................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing plan could be considered as an operational plan that outlines advertising strategy
which is used by company in order to implement their lead along with achieve their objectives. It
is said to be a detailed outreach of different campaigns that are being performed within a
particular time period by consisting out how companies will be able to determine effect of
initiatives (Hutt and Speh, 2021). This report is based on marketing plan of Cadbury which is a
British multinational confectionery company and deals in selling out confectionery items. This
report consists of situational analysis, SWOT analysis, marketing objectives and strategies,
implementation, evaluation and control along with its conclusion.
MAIN BODY
Situation analysis
It is essential for companies to determine external environment. As by examining external
environment company could be able to make their marketing plan according to their market
needs. So for that PESTLE analysis of Cadbury is to be carried that are explained as follows:
Political:
 As company is having international wide scale operation across different borders.
 There is text as well as trade policies that could affect operations of company (Peterson
and Park, 2021).
Economic:
 There are various interest as well as inflation rate that could affect their production.
 There is economic growth along with the current recession which could affect company’s
business practice.
Social:
 There is a constant change in lifestyle of customers in relation to their health and fitness
awareness which is faced by company.
 There is difference in various culture along with aging populations of different countries.
Technological:
 Various technological advancement it is used by company in order to improve their
manufacturing (Rosenbaum-Elliott, 2021).
 There is high cost which is to be deal by company in order to use technology.
1

Marketing Plan

Table of Contents
INTRODUCTION...........................................................................................................................2
MAIN BODY..................................................................................................................................2
Overview of the company............................................................................................................2
Vision and mission......................................................................................................................2
Objectives....................................................................................................................................2
STP approach...............................................................................................................................3
SWOT analysis............................................................................................................................3
Identification of the target market and customers.......................................................................4
Strategic marketing goals and objectives....................................................................................4
Measuring success of the marketing plan....................................................................................5
Budget for marketing plan...........................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
Books and Journal........................................................................................................................7

INTRODUCTION
Marketing plan refers to the strategic plan developed by an organization to achieve their
objectives and goals. It is an important part of any organization which helps them to fulfill their
internal capabilities as well as requirements so that they can be able to fulfill their goals.
Cadbury is one of the largest brands of confectionery items all over the world having their
headquarters in Uxbridge West London (Hyyppä, 2021). This report contains marketing plan for
Cadbury Company with their strategic marketing goals and objectives. It also contains various
techniques to measure the success of the marketing plan of Cadbury Company.
MAIN BODY
Overview of the company
Cadbury is a large organization which was established in 1984 by John Cadbury in England. The
Cadbury was famous for their operation in five categories that is chocolate confectionery
beverages and biscuits. Popular products like Oreo, dairy milk, Bournvita, tang and many more
have a tie up with the Unilever Company to increase their sales in the market and make it
effective use of the marketing strategies of Unilever. The quality of the products sold by Cadbury
help them to target loyal customers and large audience with their products. Cadbury works as a
market leader in their industry having their hold on over 70% of the total market share of the
industry.
Vision and mission
Cadbury Company as a vision and mission to more diversify their products in order to provide
more products to their customers related to the Cadbury so that they can get best experience with
the brand name. The company has a mission to attain increase in their sales by 30% with good
satisfaction as well as great quality of their products on the market.
Objectives
Cadbury has a goal to diversify their products and as an objective to provide more diversified
products in the global market with various varieties and specializations in Cadbury (Jimenez,
2020). The main objective of the company is to attain and increment and their sales with 30%
with the diversification of product till the year 2022.