Marketing Objectives and Strategies of Cadbury Chocolate

This paper presents a critical reflection on the marketing objectives and strategies of Cadbury Chocolate, including segmentation, target market, and positioning. It also discusses the internal and external analysis of the company, including SWOT analysis and competitors. The paper concludes with the key success factors and challenges faced by Cadbury Chocolate.

Running head: MARKETING
Marketing
March 21
2019

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Table of Contents
Introduction................................................................................................................................2
Overview of Cadbury Chocolate............................................................................................2
Marketing Objectives.............................................................................................................2
Marketing Strategies..............................................................................................................2
Segmentation......................................................................................................................2
Target Market.....................................................................................................................3
Positioning..........................................................................................................................3
Internal Analysis....................................................................................................................3
SWOT Analysis.................................................................................................................3
External Analysis...................................................................................................................4
Economic Forces................................................................................................................4
Technological Force...........................................................................................................4
Political Force....................................................................................................................5
Competitors........................................................................................................................5
Conclusion..................................................................................................................................5
References..................................................................................................................................7

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Introduction
The aim of this paper is to present the critical reflection in relations to marketing objectives
and strategies of Cadbury Chocolate. The paper is based on highlighting the factors that
majorly influence the marketing objective of the company.
Overview of Cadbury Chocolate
Over the years, Cadbury is ruling the industry of chocolate with its new and attractive
techniques and flavors. Cadbury is one of the confectionary business owned by Mondelez
International. The company has achieved the second-largest position across the world. It has
successful operations in around 50 nations globally. The chocolate for which company is
known in the market is Dairy Milk Chocolate (Cadbury, 2019).
Marketing Objectives
Being one of the leading organizations in the industry, Cadbury desires to touch all the
segments of the community. According to the analysis, I would like to highlight that Cadbury
wants to offer its products on diverse festivals and occasions. Besides this, it wants to place
its product at every single corner of the location where it operates it business, for this,
company not just place its products at supermarkets but it also delivers to small stores and
departmental stores through its fast distribution channels (SEC. Gov, 2019).
Marketing Strategies
Segmentation
Cadbury has divided its market depending on demographics, psychographics, and geographic
segmentation. As per geographic segmentation, it has expanded its operations in diverse big
cities, suburb markets, and towns. As per demographic segmentation, the company has
divided the market based on gender, income, and age group. Besides this, as per

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psychographic segmentation, it has divided the market on the basis of lifestyle, motives, and
attitude (Bhasin, 2019).
Target Market
Targeting is very essential for companies like Cadbury, in order to provide attract customers
to purchase the product. Therefore, the company identified hypermarkets, supermarkets, and
convenient stores, where chocolate consumption is high. The company majorly targets
children, females, and teenagers, who love to take a bite of Cadbury Chocolate (Bhasin,
2019).
Positioning
Cadbury is one of the leading brands in the market, as it offers products in different segments.
The products of the brand are utilized for diverse purpose – being a youngster I consume it
for entertainment and love, same like this teenagers like to eat it as their adventure and
children enjoy consuming it due to its taste (Bhasin, 2019).
I have noticed different attractive advertisement that supports the company in getting the
leading position across the world. For example, advertisement campaign titled with ‘Kuch
Achha Ho Jaaye, Kuch Meetha Ho Jaaye’, is the recent advertisement of the company to
celebrate its 70 years in the Indian Market (Economic Times, 2019). In addition, in the
Australian market company has recently launched its marketing campaign with the tagline
‘Share the Taste”. (Dyer, 2019)
Internal Analysis
SWOT Analysis
Strength
Leading organization at the global level
Weaknesses
Weak distribution in the rural area

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Brand name and loyalty
Positioned in the market as a gift
Successful distribution channel (Bhasin,
2018)
Ignoring the quality of the product
Opportunities
Can cover rural market
New Taste
Threats
Increasing cost
Increasing health consciousness among
people
External Analysis
Economic Forces
Even though the economic downturn at a worldwide level influenced the expansion planning
of Cadbury, due to the decreasing disposable income of customers and stakeholders, the sales
eventually stayed steady (Daily Mail, 2017). The company is capable to increase 30% in the
yearly profits, mainly from the Dairy Milk sales.
Technological Force
Technology in today’s era one of the essential aspects required to be implemented for the
successful business. In the case of Cadbury, technology has altered its packaging and
production procedures, opening with the establishment of a new brew machine used to blend
cocoa gains and coffee. Current step of the company in terms of upgrading technology is the
utilization of pathogen testing systems and filing patents for the heat-resistant chocolate
(Food Processing Technology, 2019).

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Political Force
The imposition of taxes is one of the political aspects that influence the performance of the
company. Introduction of increased value-added tax by 2.5% on the confectionary products
has resulted in increasing the price of the chocolate and eventually decreasing sales.
Competitors
Confectionary products industry is one of the most competitive markets, which raises a high
level of competition in the direction of Cadbury's growth. Some of the key competitors that
raise rivalry for the company are Mars and Nestle. Mars is the noticeable name with private
ownership of the business. Few of its famous brands are Snickers, Skittles, M&M’s, etc.
Mars is the seventh largest brand with private ownership in Australia. Nestle is the planet’s
largest organization, operating in different subsectors of the global market. The chocolate
market of the company is very little (Cadbury, 2019). Both the players are effectively
involved in the marketing of their products to beat Cadbury and reduce their profit margin.
Cadbury's surface and the exceptional taste are dependent on huge pacts of skill in the
formula of chocolate and techniques used to make it a remarkable brand. Cadbury is regularly
improving its techniques and introducing innovations in the market to effectively compete
with its competitors and empowering the process of advance taste for the customers. Cadbury
considers chocolate manufacturing as one of the most profitable business and therefore it
makes use of the advanced PC controlled procedure, with a major portion of the pro
hardware.
Conclusion
The paper has highlighted the key success aspects of Cadbury Chocolate that is marketing
objective and strategies used to attain this. From the analysis, it has been analyzed that, the

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company is aimed towards covering all the market segments and offering products for all the
occasions and festivals. In order to achieve this, the company has adopted segmentation,
targeting, and positioning strategies that support in increasing its market share and profit.
However, there are few of the factors that influence the performance of the company such as
increasing tax rates, global economic downturn, competitors, etc. Cadbury is effectively
planning to deal with these aspects and reduce their effect.

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References
Bhasin, H. (2018) SWOT analysis of Cadbury [online]. Available from
https://www.marketing91.com/swot-analysis-of-cadbury/ [accessed 21 March 2019]
Bhasin, H. (2019) Marketing strategy of Cadbury – Cadbury marketing strategy [online].
Available from https://www.marketing91.com/marketing-strategy-of-cadbury-cadbury-
marketing-strategy/ [accessed 21 March 2019]
Cadbury (2019) About Us [online]. Available from https://www.cadbury.com.au/About-
Cadbury.aspx [accessed 21 March 2019]
Cadbury (2019) Competitors [online]. Available from
https://cad-bury.weebly.com/competitors.html [accessed 21 March 2019]
Daily Mail (2017) Cadbury [online]. Available from
https://www.dailymail.co.uk/news/article-5071835/Cadbury-pays-zero-corporation-tax.html
[accessed 21 March 2019]
Dyer, A. (2019) Cadbury Unwraps ‘Share The Taste’ Campaign [online]. Available from
http://www.bandt.com.au/campaigns/cadbury-unwraps-share-taste-campaign [accessed 21
March 2019]
Economic Times (2019) Cadbury [online]. Available from
https://economictimes.indiatimes.com/topic/Cadbury [accessed 21 March 2019]
Food Processing Technology (2019) Pathatrix Pathogen Testing System [online]. Available
from https://www.foodprocessing-technology.com/projects/cadburypathatix/ [accessed 21
March 2019]

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SEC. Gov (2019) Focused on Performance [online]. Available from
https://www.sec.gov/Archives/edgar/data/744473/000115697309000187/
u06102exv99w1.htm [accessed 21 March 2019]