Sales Promotional Report on Cadbury

Running head: SALES PROMOTIONAL REPORT ON CADBURY
Sales Promotional Report on Cadbury
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1SALES PROMOTIONAL REPORT ON CADBURY
Objectives
This sales promotional report is aimed at increasing the sales figures of Cadbury.
Cadbury has been often perceived to be one of the most trusted brands in the world when it
comes to chocolates. It is for this reason that the brand has nearly acquired over 45% of the
market share (Bailey and Alexander 2019). The main thing that has to be considered in this
regard is the fact that sales has been dropping for Cadbury over the last 4 years in Dubai. This is
because of competitors like Hershey’s, Mars and MnM. It is important to consider the fact that
these brands the competitors of Cadbury have a high price forever products then Cadbury (Evans
2019). Although it is required to ensure the fact that products sold at a cheaper price on the
competitors to get a competitive advantage, it is equally important to make sure that competitors
do not take over the market and hamper the sales of the company. This is the main aim of this
sales promotional report.
The objective would also include trade promotional efforts to make sure the products of
Cadbury are sold in abundance to the customers. This between densely helpful in making sure
the desired number of units are sold in the market. To be precise the idea is to make sure that
retailers buy at least 10% more product of cadburys from the manufacturer then what they use to
you before the campaign started. The following sections in this report will be outlining how this
objective could be realised.
Target customers
Cadbury is a brand of chocolates and chocolates do not particularly have a specific target
group to sell the products to. therefore the main thing that has to be considered while identifying

2SALES PROMOTIONAL REPORT ON CADBURY
the target audience for the sales promotional campaign is the fact that there would be no specific
target consumer for this set of activities in this promotional campaign. It has to be noted in this
regard that the main thing that has to be done is to reach out to the maximum possible population
for the purpose of making them aware of the offerings of this company. That is to say that this
will be a completely e above the line marketing campaign for the sales promotional activities.
However to specify a little bit about the target consumer group, the target group must have a
family income of AED 25000 annually.
Coming to the trade promotions, one has to note the main thing that has to be done in
order to make the retailers purchase and sell a desired number of products for Cadbury in the
market is by providing them sufficient incentives for the same. In this regard the main objective
is to make sure the retailers purchase at least 10% more of the products of Cadbury from the
manufacturers to create an equal demand in the market for the same. The incentives in this case
would be considered to be not more than 10% of discount from a bulk of products that they buy.
Customer oriented sales promotions
There would be a series of customer oriented sales promotional activities. The first thing
that should be done is to offer discounts. Discounts will be given out in order to ensure the fact
there is a sufficient demand for the product or for a range of products of Cadbury in the market.
When prices of a product or a range of products go down, simple economics suggests that
demand will automatically go higher in the market for that product. To be specific a few
products of cadburys that do not sell very well in the market like the new Cadbury Oreo flavour
or the new Crispello, could have a specific range of discount in the market. This is for a limited
period of time that will be conveyed to the audiences via the media. The tentative discount that