Tourism Marketing Management: Cadbury World Campaign Execution Plan

This report presents a marketing campaign execution plan designed to increase leisure customers for Cadbury World, a UK-based tourism destination. It begins with an introduction to marketing campaigns and their importance in business, followed by an analysis of Cadbury World's target market (families and children) and the objectives of the campaign, including increasing customer numbers and profit. The report details the proposed marketing campaign, including the marketing mix (product, price, place, promotion), vision, and mission. It also outlines the time scale, budget, and methods for measuring the campaign's success. The report concludes by emphasizing the significance of a well-structured marketing plan for achieving desired business outcomes.

Marketing Campaign
Execution Plan

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Proposed target market................................................................................................................1
Objectives of campaign:..............................................................................................................1
Proposed Market Campaign........................................................................................................2
Measuring success of Campaign.................................................................................................4
CONCLUSION................................................................................................................................5
References........................................................................................................................................6

INTRODUCTION
Marketing campaign is one of tool which helps business to provide direction to their marketing
team in order to put efforts to increase awareness of their products (Heesen, 2016). This helps
business for identification of their target market and provide opportunity to attain objectives of
their business. This project report includes study of Cadbury’s World which is UK based
destinations for tourism. This destination is attraction for families as well as kids and also
include fun activity in business. Owner of this destination is Cadbury organisation which is
providing chocolates, biscuits to their target customers. This project report includes target market
and objects of marketing campaign. This report also contains information of proposed marketing
campaign of company.
MAIN BODY
Proposed target market
Target market refers to a group of buyers available in market to whom organisation target their
products as well as marketing efforts (Ju, 2018). This is a small part of total market which
contain group of customers with similar taste, preferences, age, income, location and other
aspects. Object behind targeting a group of customers is that it helps business to understand taste
as well as preference of customers and service them effectively. Target market of Cadbury’s
World is Small kids and families. As Kids love chocolate and candies and putting this aspect in
minds, business has created Cadbury World. It attracts kids and their parents as a tourism
destination.
Objectives of campaign:
There are various objects of marketing campaign of Cadbury’s World which helps business in
various ways. These objects of organisation are as follows:
 Increase numbers of customers: Object of this marketing campaign is to increase
number of travellers for selected organisation (Patil and Agarkar, 2019). With marketing
campaign business can increase awareness in their target customers. It helps business to
attract those customers to their destination and result in increase number of customers to
their travel destination.
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 Increase profit of business: Marketing campaign of business increase awareness on
their customers and increase numbers of visitors to their destination. This provide
opportunity to organisation to earn more profit and increase market share.
Proposed Market Campaign
Marketing campaign refers to activities which is used for promotion of products of
organisation by using different communication medium (Roux, 2020). These mediums include
television, radio, social as well as digital platform. Marketing plan refers to a document which
contain information of advertising strategy to reach to its target market. marketing Plan of
Cadbury include use of different promotional tool to increase numbers of customers to their
travel destination.
Cadbury World is a travel destination in UK which are providing different experience to
customers. This travel destination is targeting families and children to their travel destination.
There are various games and fun activities at this destination to entertain their customers and
enhance their experience. Business is providing 4D chocolate adventure to their customers and
also shoe their manufacturing of chocolate. They are providing additional service including
chocolate stories, chocolate marketing, adventure venue and many other activates which enhance
experience of their visitors.
Vison and mission: Vison are a statement a long term view of organisation which helps in
sustainability as well as long term development of organisation. Vison of Cadbury world is to
attract tourist their destination and enhance their experience and satisfying their demand with
different entertainment activities. Mission statement is one of statement which include goals and
objectives of business for which they are conducting their business. Mission of organisation is to
provide quality to their customers to build good relation to their customer.
Marketing Mix: marketing mix refers to a tool which include four components of marketing.
These components include place, product, promotion, price (Serven, 2017). This marketing mix
helps an organisation to develop a message of their business in market to reach their target
customers. Marketing Mix of Cadbury’s World helps business to make strategic decision in their
enterprise. Explanation of these components in organisation are as follows:
 Product: Product is any goods and service offered by organisation for sales in market.
These products as well as service is produced for purpose of satisfying needs a well as
wants of their customers. To be successful in market place, it is important for any
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business to offer differentiated products. In this, marketing campaign, product offered by
business is providing Cadbury’s World as tourism destination to their customers. This
provide complete new and enhance experience to their customers.
 Price: Price is an amount which a customer is ready to pay for exchange of product of
company. While determination of price of a product, marketing team need to consider
cost of product of their products, marketing, research as well as development,
distribution. Prices is also analysed by business on basis of quality of their product.
Organisation of Cadbury’s world are offering their products as well as service at
affordable prices which are enough to gain market share and earn more profit.
 Place: Place is area where product is offered by organisation to their target customers. It
is important aspect to consider by business as it is related to distribution of product.
General products offered by business is sold in general stores whereas premium product
is often offered at selected stores. But nowadays business is offering their product at
online platform which is an effective place. Cadbury’s World can offer their product at
online as company can provide tickets or entry pass of their travel destination. They can
also use online platform and can use different technologies for purpose of providing
travelling experience of their customers without any fear of global pandemic.
 Promotion: Promotion is an activity which is conducted by business to increase
awareness of their product. Introduction of product along in market is not sufficient for
business to earn profit, they also need to increase awareness of their product and
communicate their message with their customers. These promotional activities include
advertising, personal selling, sales promotion, public relation. To construct these
activities firm, need to construct a message which they want to convey their target
customer. For promotion of their product Cadbury’s world can adopt advertising through
television, social media or tool of digital media.
Time Scale: Time scale is an estimation of time required by business for conducting their
marketing campaign (Zwerin, Clarke and Clarke III, 2020). This time scale helps business to
conduct their activity within that time period and analyse whether they attained their goals within
selected time. This time scale should not be more long a it may increase expenses of
orgnaisation. It also should not be too short that may fail to attain objectives of organisation.
Time scales for marketing campaign of Cadbury’s World business is 6 months.
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Budget: Budget is an estimation of expenses as well as revenue of business for a specific period
of time (Goic and Rojas, 2016). This budget helps business to be spend within a limit and avoid
to overspend in organisation. Budget of this marketing campaign helps marketing professional of
Cadbury’s World to avoid overspend in money. This budget of marketing camping of
organisation contains detail of expenses to be done related to marketing and this budget is
mentioned underneath:
Master Budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial
Amount
7000 7500 11000 15500 19350
Investment 10000 12000 20000 30000 15000
Total 17000 19500 31000 45500 34350
Marketing
Outlay
Promotion 7500 2300 3300 4200 2550
Direct Selling 3200 3100 4400 3200 3000
Social Media 3200 2700 5000 4000 6550
Total 13900 7100 12700 11400 12100
Measuring success of Campaign
Measurement of success of marketing campaign is important for business to analyse efficiency
of that campaign in business. Key performance indicator is one of tool through which managers
of Cadbury’s World can measure efficiency of their marketing campaign in order to attain their
smart objectives.
KPI is one of tool to measure performance of any organisation with compare to other own
performance. By using KPI tool it is analysed that there is increase in customers in company
with this marketing campaign. This increase in their customers also provide them opportunity to
earn more profit. Organisation can also adopt different techniques for increase their market share
and hiring employees with diverse skills.
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CONCLUSION
From above mentioned project report, it can be concluded that marketing campaign of business
is prepared for conducting of marketing activities in enterprise. There are various activities
conducted by business in this campaign which helps business in increasing awareness of their
product and also increase sales of their product in market. For this firm need to select their target
market to whom they want to offer their products and service. There are different objects of firm
for their market campaign and these include increase awareness, increase in sales and profit of
business. To prepare a marketing plan for business. Organisation need to consider vison mission
and marketing mix of their firm. These helps them to understand in which direction they need to
put their efforts. Marketing plan helps business to attain desire result of organisation within
budget and time scale of business.
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References
Books and Journals
Heesen, B., 2016. Strategy Execution. In Effective Strategy Execution (pp. 103-122).
Ju, I., 2018. Marketing Communication. The International Encyclopedia of Strategic
Communication, pp.1-14.
Patil, S.A. and Agarkar, P., 2019, September. Systematic Review of Data Mining based
Recommendation Methods Reference to Business to Business (B2B) Recommendation.
In 2019 5th International Conference On Computing, Communication, Control And
Automation (ICCUBEA) (pp. 1-7). IEEE.
Roux, T., 2020. Does the guerrilla win, if he does not lose? Advertising media practitioners'
views on guerrilla marketing challenges and potential negative consequences. Journal
of Public Affairs, 20(2), p.e2007.
Serven, L., 2017. IS FORECASTING DESTROYING YOUR PLANNING
PROCESS?. Strategic Finance, 99(1).
Springer, Berlin, Heidelberg. Carlson, C.R. and Le, U., 2017. Trim the ribbon: Reconsidering the
ethics of breast cancer campaigns. Journal of Media Ethics, 32(3), pp.168-178.
Zwerin, A., Clarke, T.B. and Clarke III, I., 2020. Traditional and Emerging Integrated Marketing
Communication Touchpoints Used in Effie Award-Winning Promotional
Campaigns. Journal of Promotion Management, 26(2), pp.163-185.
Goic, M. and Rojas, A., 2016. Investigating the effectiveness of triggered email
marketing. Available at SSRN 3217130.
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