Marketing Strategies for Cadbury Company: New Product Launch

This article discusses the marketing strategies used by Cadbury Company for the launch of their new flavoured chocolate product. It includes market research, operational and tactical activities, and marketing tactics used by the company.

MARKETING PRACTICE

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing strategies of Cadbury company..................................................................................3
Market research for new product.................................................................................................4
Operational marketing tactics for Cadbury chocolate company .................................................5
Marketing tactics of Cadbury company.......................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is the art of promoting company's product to attract the customers towards it.
Organization uses marketing strategies to grow their revenues (Gilligan and Lowe, 2018).
Marketing aims to deliver long term productivity of the product, it promotes the brand value of
the organization. Cadbury company a global leader in the chocolate confectionery market in UK,
its main products are chocolate which it delivers across the country. Company decided to launch
new flavoured product chocolate. Assignment consist of marketing strategies of product which
includes complete research of customer behaviour towards the product, operational and tactical
activities to achieve marketing strategies.
MAIN BODY
Marketing strategies of Cadbury company
New product launching requires care and attention of the organization. Marketing
strategies for new product plays an important role to achieve target goals. For the growth of any
organization marketing plays a crucial role to promote the brand value of organization. Cadbury
company wants to launch their new product which consists of different flavoured chocolate.
They want their product to satisfy all the needs of customers. For which the Cadbury group has
made a complete report on market research which includes behavioural activities of customers
towards the chocolate product (France and Ghose, 2019). To meet the customers demands
Cadbury company conduct a survey on customer's behaviour and their interest in their new
flavoured chocolate product, or to compete in this field of marketing.
Marketing strategies allows company to organize their pre launch giveaway, in which
company can predict their product's result. Cadbury organization arranged a competition through
which they have promoted their product to every participant, which helped them to reach every
person which can be beneficial for them while launching of their new product. For launching any
new product company needs to identify their target audience, which must consists of clear point
as why they have to purchase your product what things they are seeking in the product. Cadbury
company goes with the demographic information and research sources to implement their
product. After deciding target market and target audience Cadbury decided the media and
influencer for the promotional activities of their product.

From pre launch phase Cadbury company have decided the digital channel medium to
advertise their product. For that they have developed a relationship with digital marketing
technology to advertise their product on digital medium. For the post launch phase of Cadbury
company they have included innovation and maintenance in their product. Maintenance of
product is very important for any companies to maintain their position in the market or to expand
their business (Mothersbaugh and et.al 2020). Cadbury company decided the after plan for their
new launched product. To achieve this plan they have innovative strategies to implement in their
product. Marketing plan helped the Cadbury company to explore their potential opportunities to
launch their new product. They have initiated with the promotion of their brand before launching
their product. Initial survey helped them to meet customer satisfaction in their product.
Market research for new product
Today's customers are smarter in technology, they can research the product and purchase
it by their own. Initial step for any organization must consists of market research. It helps them
to sell their product in huge manner. Market research consists of all the information about target
audience, target market. Market study gives the present scenario and growth of global world.
Cadbury company did market research before launching their new product. It helps them to track
the target customers who like flavoured chocolate product, it allows them to make strategic plan
to launch their product. Initially Cadbury company sets the product on affordable rate which can
be purchased by anyone, they provide the availability of this product across the country. Market
research for Cadbury company includes segmentation, targeting and positioning strategies of
customer's behaviour towards their new flavoured chocolate product. STP is the top-most
method of marketing. It usually focuses on effective commercialization of the organization.
Cadbury company designed their product according to the customer's need, they initiated
with the plan to add more natural flavoured ingredients in their product to satisfy the customer's
need (Cooper, 2019). They designed their product based on customer's health benefits. In their
product they add fewer preservatives and chemicals which does not affect the health of
customers. As chocolate is famous among every age group they made it available for everyone.
They continues to develop their product to meet customer's need. Before entering into marketing
world Cadbury organization proceeds with the product development which includes all the factor
which are required in this field of marketing. Before launching their new flavoured chocolate

product in the market Cadbury researched their competitive market based on this situation they
made their product which is different from the existing chocolate product of other company. For
the growth of their product they set initial price as low so, it will attract the customer's attention
into their product. They further decided to launch their second product which is innovation of
their new product, in which they included the plan to proceed with sugar free sweetener in their
product.
Cadbury company targets the customer which are basically children, as kids like
chocolate they more prefer chocolate to anything (Moon and et.al 2018). However chocolate is
popular among everyone. Most of the customers purchased chocolate to boost their energy level
as it consist of sugar and other nutritional elements for this purpose Cadbury company adds more
nutritional values in their product which satisfies the customer's need, as many people are now
very health conscious as chocolate consists of fatty properties so Cadbury company decided to
reduce the fatty unhealthy property of chocolate. They initiated this plan to deliver unique and
non existing product to compete with the market in this field.
Operational marketing tactics for Cadbury chocolate company
For every new product launch operational marketing is very important. The basic thing
of operational marketing is company's product which includes product retail price, discount
price, promotional and advertising activities of product. Operational marketing gives analysis of
the product selling activity. Operational marketing tools are used by organization to achieve the
goal of success and to expand their business. Cadbury company well-used operational marketing
strategies to promote their new product. They have used these strategies to attract new customers
to improve the sales volume. Cadbury company includes operational tactics strategies to meet the
strategic goals of the company to successfully launch their new product into the market. As
operational marketing is based on strategic marketing through which the actions are taken by the
company to achieve companies desired goals of marketing.
Operational strategy helped Cadbury organization to decide their promotional marketing
activities of the new product. As their new product targets the kids and other people who like
chocolate. For that purpose company used digital platform to attract the customer across the
country. They have made a website which consists of all the information related to their product.
It includes characteristics of their new chocolate product which drives the attention of various

range of customer (Muhammedrisaevna, Bakhriddinovna and Rasulovna, 2021).To promote their
product Cadbury company conduct a survey in which they offered sample product to the
customer through which they scale their revenues. They have developed their product with
unique packaging which can easily grabs the attention of their target customers. To generate new
customers towards their product they offered their product with less price and includes the
additional health facilities to gain the trust of customers.
Marketing tactics of Cadbury company
Marketing tactics consists of strategies and method which implemented by the
organization to meet their goal of success. It involves the promotion and advertisement for the
product. Cadbury company used marketing tactics to promote their product so it will grab the
attention of customers across the nation. Company organized launching event in which they
offered free sample to customer, through various customers they have represented their product
image to everyone. Company associated with the digital marketing channel as their main target
audience are kids and today's kids are more techy they know every detail of new launching event
before anyone does. Cadbury company also used email marketing, internet marketing, paid
media marketing to attract the customers towards their product. Cadbury company developed
their brand value in the market of this field (Morgan and et.al 2019). They offered unique
approach of their product in the market as their product consists of healthy ingredients which
makes it more popular among the various range of customers. Their product satisfied all
customers need and requirements.
There are lot of marketing tactics available paid marketing which includes magazines,
billboard, social media ads, with the help of this marketing tactics Cadbury first promoted their
item through it as most of the people read ads from magazines, billboards and social media ads.
Cadbury company sponsored events and webinar in which they delivered the presentation of
their product through which they complete their first step of product launch. Initially begin with
the product launch Cadbury company did all market research in which they included all
marketing strategies which involves product designing, customer buying habits, they discussed
operational marketing, marketing tactics to proceed with the product launch. Before launch of
their new product Cadbury company did research on customer's buying behaviour from this they
get an idea of launching their product to target customers. Through which they got to know about

what consumer think and feel about their new flavoured chocolate product, what things influence
them to buy their product between various options, how customer's environment dominate their
behaviour (Calantone, Di Benedetto and Rubera, 2018). As Cadbury company's product is
chocolate which is popular among every age group they host a marketing campaign to influence
the purchasing decision of customers. They give the reminder of their product launch so, that
customer will aware of its launching date.
New product launching strategies for Cadbury company includes pricing strategies of the
product. Pricing strategies gives extra meaning to the product by minimizing the initial price
Cadbury can make their successful attempt with its new chocolate product in the market. Before
launch company decided to give affordable price if their product made successful entry in the
market after that they will gradually increase the price of the product (Hassan). To grab the
attention of market or to penetrate the market company sets product on low cost that has been
attracting lots of customers towards their product. Cadbury also included the strategy in which
they are going to offer initial discount on the product. They include the strategy to give heavy
discount on their product so that it will cover maximum customer across the country. They
offered the limited sample product to those customer who won their contest imply on digital
platform.
Cadbury company used social media, email, magazine, billboard as a medium channel to
promote their product. As their existing product already created an image in customer's mind.
They now want to try something new which differs from their existing product. Due to this they
decided to go through digital promotion of their product. Today everything is growing fast and
digital media is the biggest channel for the promotional activities of any organization Cadbury
used digital media strategies to advertise their product in whole country. Due to this they track
their old customers and develop the new customers by giving sample product and detailed
information about their new product to the customer (Cake and et.al 2020.). They framed their
product according to customer's interest which attracts them towards the product. Through all the
marketing strategies, research, operational, tactical strategies Cadbury company launched its new
flavoured chocolate product based on all the strategies which helped them to reach their
successive goals.

CONCLUSION
From the above report it is concluded that marketing activities for any organization
played a crucial role to met the successive goals. All organization proceed with the marketing
plans to expand their business and to continually change and upgrade their marketing
environment. Cadbury chocolate company of UK used marketing plans to launch their new
product. They made full research on customer's behaviour, market competition before launching
their new product. To met customer's desires they developed their product with sugar free
sweetener to replace the inferior properties of chocolate. Finally, report concluded with the
benefits of marketing, operational strategies which helped Cadbury to launch their new product.
REFERENCES
Books and Journals

Cake, D.A., and et.al 2020. Strategic orientations, marketing capabilities and radical innovation
launch success. Journal of Business & Industrial Marketing.
Calantone, R.J., Di Benedetto, A. and Rubera, G., 2018. Launch activities and timing in new
product development. Journal of Global Scholars of Marketing Science. 28(1). pp.33-41.
Cooper, R.G., 2019. The drivers of success in new-product development. Industrial Marketing
Management. 76. pp.36-47.
France, S.L. and Ghose, S., 2019. Marketing analytics: Methods, practice, implementation, and
links to other fields. Expert Systems with Applications. 119. pp.456-475.
Gilligan, C. and Lowe, R., 2018. Marketing and general practice. CRC Press.
Hassan, N.H.B., The Marketing Concept, the Concept of Marketing, and the Operational
Orientation.
Moon, H., and et.al 2018. Supplier and customer involvement in new product development
stages: implications for new product innovation outcomes. International Journal of
Innovation and Technology Management. 15(01). p.1850004.
Morgan, N.A., and et.al 2019. Research in marketing strategy. Journal of the Academy of
Marketing Science. 47(1). pp.4-29.
Mothersbaugh, D.L., and et.al 2020. Consumer behavior: Building marketing strategy. McGraw-
Hill Education.
Muhammedrisaevna, T.M., Bakhriddinovna, A.N. and Rasulovna, K.N., 2021, March. Use of
digital technologies in marketing. In E-Conference Globe (pp. 281-284).