Developing a Marketing Plan for Cadbury's New Chocolate Bar 'Silk Bubbly'

This presentation provides a detailed marketing plan for Cadbury's new chocolate bar 'Silk Bubbly'. It covers the steps involved in developing a marketing plan, including marketing objectives, strategies, and the marketing mix. The presentation also includes a comparison with Nestle and concludes with the importance of following the marketing mix for gaining a competitive advantage.

Marketing Essentials
TASK 3

Table Of Content
 Introduction
 Basic Marketing Plan
 Detailed Strategic Marketing Plan
 Comparison
 Conclusion
 References

Introduction
Marketing is the most important function because
it aids the establishment in selling, advertising and
promoting its products and services so that it can
execute competitiveness over competitor in the
market. This presentation is going to develop a
marketing plan for the new product of Cadbury
company which is a new chocolate bar named
'Silk Bubbly'.

Basic Marketing Plan
There are several steps that the Cadbury has
to take in order to develop a basic
marketing plan. These steps are:
 Marketing objectives
 Marketing strategies
 Segmentation
 Targeting
 Positioning
 Marketing Mix
 Implementation and control

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 Marketing Objectives: In order to prepare an
effective marketing plan and strategies, it is
compulsory to identify the external and internal
environmental factors.
 Marketing Strategies: After deciding the
marketing objectives, the marketing managers
have to prepare the marketing strategies, which
can be decided on the basis of some business
analysis tools such as Segmentation, Targeting
and Positioning.

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 Marketing Mix: Marketing tactics are those
which are applied by the organization in order to
implement an effective marketing strategy
(Takeara and others, 2017). Market mix
components are most important tactics which are
utilized by Cadbury for having improved growth.
 Implementation and Control: For executing the
above mentioned plan, it is crucial to prepare an
impressive marketing budget. Without sufficient
financial resources, it will not be possible to apply
all the marketing strategies in order to sale the
product.

Detailed Strategic Marketing Plan
Marketing Objectives: Being a manufacturer of the
confectionery product, Cadbury have conducted a
broad research in the market and then understand the
market trends and advantages and disadvantages. The
company then decided the main objective of the
company’s product and services which are:
 Providing better experience and satisfaction to the
customers.
 Promoting the 'Silk Bubbly' and increase the market
share of the product.
 Expending the business activities on new locations.

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Marketing Strategies: The marketing managers
of the Cadbury has to prepare the marketing
strategies by performing following tasks:
 Segmentation: For segmenting the market,
Cadbury would take aid of geographic and
demographic components because it assists the
administration in portioning the market in
befitting manner.

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 Targeting: The respective firm can choose the
its potential customers on demographic
segmentation basis.
 Positioning: For drawing the attention of
targeted customer segment, Cadbury needs to
take the help of various advertisement and
promotional tools and techniques such as social
media, TV advertisements and personal selling
as well.

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Marketing Mix: The marketers have to decide
the balance and plan for various elements of
marketing mix, which are:
 Product: The most essential product of
Cadbury is its high-quality rich chocolate
product for the potential customers of a every
age and the product is pure-veg.
 Price: The price range of 'Silk Bubbly' cream
will be introduced in two sizes for $1 and
$2.50 so that customers with all economic
background can purchase the product.

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 Place: For attaining the sustainable growth,
company will not only expend the number of
stores but also provide the product on social
selling platforms.
 Promotion: For attracting more and more
customers, company will provide discount to the
customers and increase the advertising activities.
 People: The company will hire skilled marketing
and selling professionals who can sale the
products with maximum customer satisfaction.

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 Process: An easy and systematic process for
ordering and delivering the product will have to
be accomplish so that business objectives can
be achieved.
 Physical Evidence: The highly satisfied
customers and registered brand logo will work
as a reliable physical evidence for the
organization.

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Implementation and Control: With the help of
marketing research and financial management
team, marketing professionals are able to
estimate that overall plan execution process will
cost $100,000 to the company. Marketers also
have to make sure that the plan and budget
which is prepared is working in its defined and
guided manner. For these purpose, rating scales
as well as cost-benefit analysis will help the
professionals in managing the budget and
overall marketing activities.

Comparison
Marketing
Elements
Cadbury Nestle
Product The company sells
confectionery products that
are made of cocoa and
chocolate.
Nestle is a well known brand of
products which deals in food
processing and provide baby
food, dairy products, ice creams,
etc.
Place Cadbury has more than 10
factories all over the UK
which is so limited.
The company is well known in
all over the world and worlds
biggest food processing
company placed globally.
Price The price of the product is
economic so that customer
base can be created.
All the products of the company
are made from organic and
natural ingredients hence require
more preservers which make the
prices a little high.

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Promotion For promoting the confectionery
products, Cadbury is not only
advertising the product in the
market but also following the
personal selling promotional
methods.
The company promotes and
advertise its products through
social and electronic media.
Other than this, company
proves discounts to its
potential customers.
People Cadbury has appointed
professional sales persons on its
stores to sale the products so that
customers can have good
hospitality experience with
quality products.
Nestle sales its products with
its social selling platform with
the help of its over 308,00
employees which render high
quality hospitality services to
the customers and create
strong customer base for the
establishment.

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Process There are respective processes
which are directed by
Cadbury for impressive usage
of resources and improving
the delivery and selling
systems.
The company sales its food and
products through online
website and social selling
platforms along with physical
stores.
Physical
Evidence
The company provides
product samples and skilled
personnels that can help the
customers to select the right
products.
The organization is award
winning entity with its brand
logo that that helps the
customers to choose the
products and it also provide the
feedbacks of the existing
customers on its website.

Conclusion
The marketing mix is an important concept that
must be followed by Cadbury for gaining
competitive advantages of the market place. With
the utilization of marketing mix components in an
impelling manner, Cadbury can improve its
customer market shares as well as baseline. Apart
from this, an organization can take assistance of a
consistent marketing plan for fulfilling its
marketing objectives in a systematic and most
effective manner as well.

References
Maia de Vasconcelos, C. R. and et.al, 2018. Inteligência competitiva no
cerne do ambiente corporativo (Competitive Intelligence at the Heart
of the Corporate Environment). Revista Suma de Negocios. 9(20).
pp.120-128.
Mey, J. L., 2016. Austin's mantle, or who's (not) afraid of John L. Austin?
On 50 years of speech act theory, and how Rajan saves JL Austin
from himself and others. DELTA: Documentação de Estudos em
Lingüística Teórica e Aplicada. 32(3). pp.565-582.
Nascimento, A. S., da Silva, G. J. F. and do Nascimento, R. P., 2018,
November. Home Care utilization in Sergipe-Brazil: applications and
mobile devices. In Proceedings of the Euro American Conference
on Telematics and Information Systems(p. 38). ACM.
Takeara, R. and et.al, 2017. Biological properties of essential oils from
the Piper species of Brazil: A review. Aromatic and Medicinal
Plants—Back to Nature; El-Shemy, H., Ed, pp.81-93.

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