MARKETING CHOCOLATE (UNIT 2) C. TABLE OF CONTENT • INTRODUCTION

C
MARKETING
CHOCOLATE (UNIT
2)

TABLE OF CONTENT
• INTRODUCTION
• MARKETING PLAN
• CONCLUSION
• REFERENCES

INTRODUCTION
• Marketing refers to all the activities undertaken by an organization to promote the buying and selling of
its goods and services.
• It includes advertising, selling and delivering of products to its customers.

MARKETING PLAN
• Objectives: The objective of Cadbury is to
become the world's largest confectionery
company by manufacturing good quality
products and services for its customers and
thus achieving profitability.

Segmentation, targeting and positioning
• Segmentation: Market segmentation is concerned with
the process of dividing customers into groups or
segments, based on different characteristics. Cadbury
has segmented its customers on the basis of:
• Demographics: The Cadbury chocolates are mainly
consumed by children from ages 7 to 18. The
confectionery boxes are mainly purchased by adults or
family members.
• Psychographics: Cadbury offers attractive packaging
and labelling that attracts target customers towards the
brand and also the company uses the help of celebrity
endorsements that help in influencing the buying
decision of consumers.

SWOT analysis
• Strengths
• Strong brand has always helped Cadbury in
achieving competitive advantage and maximized
its profits.
• Excellent marketing and advertising campaigns
has helped Cadbury in increasing its market share
by attracting new customer base towards the
organization.

Marketing Mix
• Product: Cadbury company provides good quality
products and services to its customers and provide
variety of products after identifying the needs and wants
of its target audience.
• Place: The company operates in 50 countries and
follows 4 level distribution channels where the goods
and services are sold to its customers via middle men.

CONCLUSION
• From the above study, it can be concluded that
marketing is an essential part of every business and
every organization must develop marketing
strategies if it wants to become successful.
• It also included information related to the roles and
responsibilities of marketing, inter relationship
between marketing and other functional units and
marketing plan.

REFERENCES
• Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International Journal
of Research in Marketing, 34(1), pp.22-45.
• Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior. Current
Opinion in Psychology, 10, pp.17-21.
• Todor, R.D., 2016. Blending traditional and digital marketing. Bulletin of the Transilvania University of
Brasov. Economic Sciences. Series V, 9(1), p.51.