Cadbury's Strategic Marketing Techniques to Achieve Global Objectives

This essay critically evaluates Cadbury's strategic marketing techniques and tools used to achieve its desired marketing objectives, focusing on increasing global market share, improving customer base and loyalty, growing brand visibility, improving revenue generation, and increasing sales volume. It analyzes the application of STP analysis (Segmentation, Targeting, and Positioning) and the marketing mix (Product, Price, Place, Promotion, People, Physical Evidence, and Process) within Cadbury's global marketing strategy. The essay further examines how controlling and evaluation tools are employed to measure organizational marketing performance in relation to sales revenue and profit, highlighting the importance of adapting marketing strategies to diverse international markets.

Marketing Across
Boundaries

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Critical evaluation of how strategic marketing techniques as well as tools are used to attain
desired marketing objectives.......................................................................................................1
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing across boundaries is essential for a company to enhance growth and achieve
sustainable position in international world. It is about undertaking practices of marketing in more
than one country as per preferences and attitudes of different nation population. It enhances
economies of scale, expanding into untap market, high profit opportunities and elongated product
life. There are ample number of ways including global web, direct investment and joint ventures
to promote a brand across boundaries of a nation (Perreault and Harrell, 2018). It helps in finding
right marketing method along with stating right messaging which support to grab attention of
wider audiences. For gaining knowledge about marketing across boundaries, Cadbury is chosen
business that is a confectionery company having headquarters at Birmingham, UK. The entity
has expanded its operations across the globe with organic addition to acquisition led growth. It
has outstanding portfolio of Candy, Chocolate as well as Gum brands. It manufactures markets
together with sells unique offering that give pleasure to millions of populations around the world
on daily basis.
The project critically evaluates how tools and techniques of strategic marketing are used
by the organisation to achieve desired marketing objectives.
MAIN BODY
Critical evaluation of how strategic marketing techniques as well as tools are used to attain
desired marketing objectives
Marketing objectives: At the centre of great marketing plan, it is essential to set strategic
along with clear marketing objectives (Larentis, Antonello and Slongo, 2018). These are pivotal
element of a marketing strategy. These are goals set by an organisation at the time of promoting
products and services to potentials which should be attained in particular time frame. In case
with Cadbury, marketing objectives act as guide to marketing efforts for achieving milestones.
Effective marketing objectives align with business plan as well as complementing overarching
goals of a company. Some marketing objectives of Cadbury are as follows:
 To increase market share in global confectionery market with revenue growth of 5% to
7% till 2025.
 To improve customer base by 15% and loyalty at international level by 10% by the end of
2025.
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 To grow visibility of the brand in untap areas by 5% till 2025.
 To improve revenue generation capacity by 15% till 2025.
 To increase sales volume by 15% till the end of 2026.
Strategic marketing tools and techniques plays importance role in achieving all marketing
objectives of an establishment. They include mixture of intangible addition to tangible
mechanisms for executing tactics to reach desired marketing position (Larentis, Antonello and
Slongo, 2018). Mentioned below includes critical evaluation of the ways in which strategic
marketing tools and techniques are employed by marketing executive of Cadbury to achieve
desired marketing objectives:
STP Analysis:
A three-step strategic marketing technique used for examining offerings and ways of
communication with particular customer segment us STP Analysis. In Cadbury, the technique is
used to craft messaging along with delivering tailored message for achieving objectives. It assists
managers to get right customers and align products and services with right customer base. Use of
STP Analysis by manager of Cadbury for desired objectives is underneath:
Segmentation: It is first step of STP Analysis wherein marketplace is divided into
subgroups or elements that have similar features and are accessible, profitable together with
actionable. Segmentation takes on wider importance to promote products across boundaries in
cluttered marketplace with ample media proliferation, general economic issues across the globe.
In Cadbury, segmentation of market permits to closely tailor products as per desires, uses and
paying potentials of the customers. Moreover, it also allows to concentrate on resources, efforts,
resources along with money on profitable market that will grow in usage, values addition to
numbers (Birkinshaw, Ambos and Bouquet, 2017). Some segmentation bases of Cadbury are as
follows:
 Demographic segmentation: In Cadbury, marketing department groups customers
addition to potential audience together through emphasising on certain characteristics that
are gender, family status, occupation, age and occupation. Using demographic
segmentation, marketers improve personalisation, improve advertising effectiveness and
product relevance.
 Geographical segmentation: It involves segmenting customers on the basis of region or
location they reside or work in. In aspect to Cadbury, market across boundaries is
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segmented on the basis of climate and season, location, population type and cultural
preferences. Using geographical segmentation, marketers target varying wants of
customer in different regions and perform easily.
 Behavioural segmentation: It divides audiences into segments or subgroups depending on
patterns of behaviour when interacting with company. In Cadbury, customers are
segmented as per consumption, purchasing behaviour, attitude and overall knowledge of
offerings.
Targeting: It entails breaking of a market into segments and further concentrating on
marketing efforts on one of key sub groups consisting customers whose desires closely matches
with organisational products and services (Cassell, Cunliffe and Grandy, 2017). Cadbury target
people belonging to all age group, both male and female, all social class people including lower,
middle and upper class. Along with this, it targets market that have preferences for chocolate that
is high in quality as well as moderately priced, consumes chocolate on daily basis and have
strong brand loyalty. Moreover. Target market of Cadbury belongs to rural and urban
communities. It makes it easier to entities for reaching customers in more meaning, personal
together with authentic manner.
Positioning: It is final stage of the technique wherein marketers emphasise on ways
customer ultimately view organisational offerings in comparison to rivals and gain competitive
advantage. To market across boundaries, Cadbury is relaunching its positioning as “family brand
founded on generous principles”. Along with this, Cadbury aims to shine a light on kindness as
well as generosity which it sees in society each day. The brand position itself at international
level through advertisement, print media, public relation and social media strategy (Thrassou,
Vrontis and Bresciani, 2018).
It has been critically evaluated that STP Analysis is used in an organisation for
positioning products and services to target various customer groups in more effective manner. In
context to Cadbury, use of STP Analysis aids to achieve marketing objective of improving
revenue generation capacity by reducing costs related to promotions in the location where it is
not required. It also helps in increasing marketing efficiencies through direct efforts for
designated segment in consistent manner with particular segment’s characteristic that leads to
growing visibility of the brand within untap areas (Lee, Min and Lee, 2017).
Marketing mix:
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It is strategic marketing technique that promotes offerings in market as well as sell them. In
a company, use of marketing mix describes combination of seven inputs which constitute cote of
organisational marketing system. Within Cadbury, usage of elements of marketing mix offers
broader guidelines to put right products at right time with right price at right place. Use of
elements of marketing mix in relevance to Cadbury to achieve marketing objectives are as
evaluated:
Product element: It is producing and selling valuables for satisfying desires of a group
or an individual (Parsons, Maclaran and Chatzidakis, 2017). Cadbury has power house line-up of
products. Product line of Cadbury includes Bournville, Eclairs, Dairy Milk, Boost. Flake, Twirl,
Brunch Bar, Perk, Five Star and many more that fulfil needs of customers ad retain them for
longer duration. Because of wider product line, Cadbury is popular and leading brand in
confectionery industry across the globe and has existence in all the seven continents. It assists in
building brand value.
Price element: It is essential element in marketing mix as price is an amount which
customer pays for enjoying a product or service (Soto-Acosta, Popa and Martinez-Conesa,
2018). It dictates survival and profit of the business. Within Cadbury, pricing depends on certain
variables. For most of its offerings, cost plus pricing is set for ignoring demand and competition
for a product. By using cost plus pricing strategy, managers of Cadbury require few resources to
promote the business that leads to attainment of marketing objective of improve revenue
generation capacity by eliminating unnecessary costs. Moreover, the company offers quality
products that comes with high prices which strengthen its brand image as leader of confectionery
commodities.
Place element: It is distributing or placement of brand to end users. In order to attain
marketing objective of reaching end customers and improving customer base, positioning and
distribution strategy plays important role (Brown, Crosno and Tong, 2019). In context to
Cadbury, its distribution strategy is fantastic along with widespread as its all offerings are
presented in all urban and rural areas. Managers follows distribution channel of organisation to
C&F agent to distributors to retailers to end customers. Customers easily access its products at
all retail outlet including supermarkets, convenience shops, departmental stores and many more
that results in attaining marketing objective of growing visibility of the brand.
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Promotion element: It assist businesses to publicise commodities along with
characteristics to general public. In association to Cadbury, promotions for each of product is
different. For example, to promote Cadbury Celebration, it uses positioning tact of gifting.
Eclairs has low cost position, Perk has younger position, Bournvita has strong health positioning
and many more. Furthermore, the company uses combination of BTL and ATL marketing among
which BTL marketing is more powerful with standies, hoardings and flex banners on corners,
hotels, shops, etc. Using this marketing activity, marketers of Cadbury achieve objective of
brand recalling so to always remember target audience about Cadbury whenever the are
purchasing any chocolate.
People element: It is human resources employed in an organisation for delivering
services and goods to clients or end consumers (Wedel, Bigné and Zhang, 2020). In relevance to
Cadbury, strategy is underpinned by powerful emphasis on sustainability, culture addition to
purpose which unifies action along with objective of more than 45000 people. To achieve
marketing objectives of maintaining strong lead in competition, Cadbury uses on the job and off
the job training method so to enhance knowledge of workforce about working inside a company
and outside the company effectively. More than this, it also uses various motivational techniques
including rewards, bonuses, incentives and holidays that build strong manpower to carry out
complex operations easily with minimum costs.
Physical evidence element: It is any type of material object which plays role in matter
which gave rise to litigation, launched as evidence in judicial proceeding for proving a fact in
any issue related to physical characteristics of a products (Wedel, Bigné and Zhang, 2020). Some
physical evidence of Cadbury entails receipts of invoices, physical environment experienced by
target audiences and packaging of product including details about ingredients as well as
proportion that achieves marketing objective of making customers more loyal towards the brand.
Process element: The element ensure that process of company is well structured along
with verified regularly for avoiding mistakes addition to costs (Gaur, Ma and Ge, 2019).
Cadbury keeps all kinds of record of processes it performs such as methods or process are
provided, ways in which customers are informed and many more. Moreover, marketing process
to promote products across boundaries includes steps of motivation for global marketing,
research and analysis, decision to enter in global market, international marketing mix and
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consolidating marketing efforts to achieve objective of boosting brand reputation and connecting
with new customers.
It is critically evaluated that use of marketing mix helps businesses to achieve marketing
objectives in seamless manner. In case with Cadbury, marketing mix allows to make profitable
decisions at all levels. With the decisions, the company capitalise of strengths and limit out
weaknesses in order to sustain in competition. Use of marketing mix assist in being proactive in
face of uncertainties, understand customer requirements, learn when and how to promote
offering along with meet customer satisfaction to achieve huge sales volume (Fehrer,
Woratschek and Brodie, 2018).
Controlling and evaluation tools:
Controlling and evaluation tools of strategic marketing is said to measurement of
organisational marketing performance in context to sales revenue generated, profit earned along
with market share captured (Soto-Acosta, Popa and Martinez-Conesa, 2018). Within Cadbury,
there are some controlling and monitoring tools that are used to attain marketing objectives that
are as followed:
Marketing audit: It refers to systematic addition to objective study of entire
organisational marketing efficiency. Using marketing audit as strategic marketing tool, Cadbury
evaluates marketing policies, practices and plans to measure the extent as well as direction of
growth. Moreover, most essential element of marketing audit is measuring right metrics at
regular intervals that provides in depth analysis about effectiveness of offerings and examining
complete promotional environment. It assists managers to sort out expenses and figure out
strategies that are working so to attain improvement in revenue generation capacity. Usage of
marketing audit leads to reintroducing products and services to end customers in new market,
reminds of initial campaign goals for adaptation ad success within international aspects so to
achieve objective of growing visibility of the brand in untap areas (Sun, Price and Ding, 2019).
However, it is critically evaluated that marketing audit do not guarantee accurate diagnosis of a
market that limits potentials of marketers to work for objective attainment of the department.
Also, marketing audit deals with employees and their potentials. When human weaknesses
generate hindrances within the audit that causes problems of opposition and affects hierarchy of
institution in established order.
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Ratio Analysis: It is one of powerful tool of strategic marketing control. Use of ratio
analysis in Cadbury helps to identify correctly all financial strengths as well as weaknesses.
There are different rations which are calculated for different purposes. For example, profitability
ratio is calculated for determining organisational profitability. Through the tool, marketing
department of Cadbury analyses accounting ratios for diagnosing financial health in order to
achieve objective of maintaining a healthy cash flow. It establishes quantitative relationship
among figures of financial statement for ascertaining strengths together with weaknesses and
historical performances. Furthermore, it assists diverse interested parties for making evaluation
of aspects of performance of an establishment. However, ratio analysis does not represent
historic information along with changes in accounting policies that affects on financial reporting
(Bacon, Williams and Davies, 2020). The tool not accurately reflect towards true nature of
business and mis represents information that manipulates data prior to reaching any kind of
conclusions.
Customer relationship barometer: For the purpose of achieving customers loyalty for
the brand and its offerings, use of customer relationship barometer is effective. It is a strategic
marketing monitoring tool which enables entities to measure relationship level of customers in
real time and continuous manner. Using customer relationship barometer, Cadbury achieves
marketing objective of enhancing customer loyalty addition to attracting new customers. It
assists in continuously tracking changes in rating of customer satisfaction, making more
informed decisions, managing customer centric approach and quickly identification of issues
which lowers satisfaction score of customers (Cobbs, Sparks and Tyler, 2017). For example,
marketers of Cadbury use net promoter score for determining the ways clients are to recommend
the brand to their relatives and family. With this, company measures overall satisfaction along
with reflects ways in which connected clients feel to brand or its outlet that assist in achieving
customer loyalty. Another tool is customer effort score which defines number of efforts needed
by organisational customers to attain marketing objective as well as taking particular action. It is
indirect indicator of fostering customer satisfaction.
Social media marketing:
It is strategic marketing technique that is used by company that emphasis towards
providing users with content that they find valuable along with sharing across social networks
that results in achieving objectives of increasing brand visibility. In Cadbury, use of social media
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marketing entails publishing great content on different social media profiles, listening and
engaging consumers, analysing outcomes and running digital advertisements to achieve brand
visibility across boundaries. Major social media platforms used by the entity are Instagram,
Pinterest, Snapchat, Facebook, Twitter and YouTube. It is effective for marketing department as
it reduces marketing expenses or spending while enhancing generation of leads, humanise brands
along with encourage conversions and provide metrics that gives additional insights about untap
marketplace. It is evaluated that social media marketing assist company to achieve marketing
objective that is increasing brand visibility within untap areas through syndicating content and
engaging broader consumer audience with entity through different social media platforms. Each
post shared are introduces to new network of people that motivates them for becoming
potentials. In relevance with Cadbury, when more people know about the brand and its offerings
it results in fostering visibility across national boundaries. Moreover, usage of social media
marketing also help in higher conversion rates or increasing customer base through gaining more
opportunities to tap people in other market and generating positive impression through
humanisation factor (Palmatier and Sridhar, 2017). At the time when marketing team of Cadbury
interact through sharing content and statuses on social media which personifies the brand. In
contrary, it is also evaluated that use of social media marketing exposes the brand publicly to all
types of people that may or may mot have any intention to see or come across the brand. With
internet being easily accessible, there are certain population which aims to damage reputation
through writing negative comments about offerings and services. Return of investment from
strategic marketing technique that is social media marketing is lowest and needs huge money,
time and efforts for making things really work.
CONCLUSION
From the assessment, it is concluded that marketing across boundaries is an organisational
approach to promote business internationally. Through this, managers of company are able to
sell products in a greater number of countries that enhances sales volume together with
profitability. Marketing objectives are defined goals of a company. It outlines clear intentions of
marketing department and provide clear guidance to follow addition to provide clear directions
to team members and offer information for reviewing and support. Strategic marketing
techniques are approaches used by marketers for achieving marketing objectives in seamless
manner. Some strategic marketing tools and technique used by organisation are STP Analysis,
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Marketing mix and social media marketing for the purpose of achieving desired objectives of
marketing. Along with this, controlling and evaluation tool such as Marketing audit, Ratio
Analysis and Customer relationship barometer also plays significant role in attaining desired
marketing objectives.
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REFERENCES
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