Marketing Planning for Cadbury

MARKET PLNNING

TABLE OF CONTENTS
TABLE OF CONTENTS................................................................................................................2
INTRODUCTION...........................................................................................................................1
1. Marketing objectives and strategy...........................................................................................1
2. Marketing implementation plan...............................................................................................3
2.2Performance management......................................................................................................5
2.3 Financial projection...............................................................................................................5
2.4 Return on investment-............................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing defined as set of institution, processes for creating, communicating,
exchanging and delivering value for customer, clients and society at large level. The present
report is based on the business activities of Cadbury as this deals with manufacture, beverages
and distribution of branded chocolates.
However, present report has covered the activities as to marketing objective, strategy and
implementation plan that aids to carry out business activities systematically.
1. Marketing objectives and strategy
This is defined as analysis that examine the political, economic, socio-cultural, technological,
legal, technological and environment factors that affects the external working conditions.
These are as-
Political-
Thus, chosen enterprise has to imply to trade and tax polices that affects the operations. The
unstable political position affects the industry and this can lead to disrupts manufacturing
products. It is inclusive of factors like political conditions, trade policies, import restrictions that
all impacts the manufacturing of Cadbury.
Economic factors-
If the chosen entity is plans to have manufacturing unit within country that has high labour cost
than firm also has to face high cost to product. Exchange rate and interest rate affects the
operation and manufacturing of commodities of Cadbury. Global economic conditions have high
impact over operations and sales of industries.
Sociocultural-
The changes in taste and preference is the factor that affects the working of the industry at the
huge level. The changes in taste and preference is the factor that affects the working of the
industry at the huge level.
Technological factor-
Technical advancement improves the process manufacturing and it affects the operation function
within the enterprise. Technical advancement improves the process manufacturing and it affects
the operation function within the enterprise
Environmental factors-
The chosen enterprise must select the commodities that are environment friendly.
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Cadbury needs to choose the techniques that are environment friendly and this leads to maintain
the brand image. Therefore, it also impacts the sales of commodities.
Legal factors-
To set up the manufacturing plant, the entity needs to imply with environmental, manufacturing
and employment rules for the country and this all relate with cost.
To enter into globe, chosen enterprise has to take into account about the laws and patents to enter
into the market.
1.2 STP – SEGMENTATION, TARGETTING AND POSITIONING
Market segmentation-
Cadbury has divided the market under different segment that is mainly based on
geography, demographics and physiographic. Therefore, this all can assist to identify the market
segments. Cadbury divide the market into group of potential customers into different group of
customers. Thus, they have targeted the group of customers who have similar set of needs and
wants while segmenting the target market. As per the geographical position, the company needs
to divide its market in differ cities and performs sub-markets in the towns. At the demographics
dispersion, the commodities segmented on the basis age, gender and income of the people. On
the other hand, Psycho-graphic segmentation refer as to distribute the commodities in the basis
of attitude, lifestyle and motive as the prefer the branded commodities.
Demographic segmentation-
Cadbury Dairy milk has wide range of customer base within the age group of 4 to 50
years.
Gender-
In order to buy the Dairy milk there has been segmentation on the basis of gender.
Income-
Cadbury keep the price of commodities reasonable and affordable so that person can
purchase the commodities. Thus, this firm also offers the commodities of premium ranges.
However, this is an enterprise that deals in different commodities as Cadbury temptation,
Bournville etc. to put consideration over the premium segment of customers.
Generation-
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