[PDF] Marketing Essentials Assignment : Cadbury

Added on - 21 Feb 2021

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MARKETING ESSENTIAL
Table of ContentsINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1Marketing plan............................................................................................................................1CONCLUSION................................................................................................................................3REFERENCES................................................................................................................................4
INTRODUCTIONMarketing refers to the certain activities of business that focuses on promoting productsof the company. The present study aims to develop a marketing plan for Cadbury that will helpthem in introduce new product in the market of UK.MAIN BODYMarketing planExecutive summaryCadbury is going to launch Chocolate Bouquet that is an extension version of all thechocolates produced by Cadbury. The objective of this marketing plan is to successfully launchtheir new product in UK market. A number of below and above line marketing strategy will usein the marketing plan such as; advertisement on mass media, off street sampling. The marketingstrategy will emphasize on brand personality creation.Overview of the industryCadbury is a leading global confectionery company with an outstanding portfolio ofchocolate, candy, gum brands (Hastings and Stead, 2017). The company is the oldest and largestfamily run business in the world and employ around 50,000 employees over 60 countries. In UKthere are The industry was founded by John Cadbury.Mission and Vision StatementMission statement- 'Cadbury means quality': this is our promise. Our reputation is builtupon the quality, our commitment to continuous improvement that ensure that our promise isdelivered' (Cadbury,2019).Vision statement- “Working together to create brand people love and create peaceful,equitable society that is free from discrimination”.Marketing objectiveTo introduce the new product, 'Chocolate Bouquet' in the UK market successfully withina period of 5 months.To acquire about 50% of young couple market segment within the period of 3 years.To drive the sales up-to 10% by the end of the year of 2020.Marketing mix strategy1
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