Marketing Essentials: Cadbury Company Marketing Plan and Strategies

This presentation focuses on the marketing plan and strategies of Cadbury company, a British multinational company known for its chocolates, tea, and coffee products. It covers topics such as the marketing mix, competitors, and budgeting. The objective of the company is to become the top brand in the chocolate industry and increase customer satisfaction and sales.

MARKETING
ESSENTIALS

TABLE OF CONTENT
• Introduction
• Comparison of marketing mix strategy
• Different strategies applied by organization
• Basic marketing plan
• Conclusion
• References

INTRODUCTION
Marketing plan is part of overall business plan and their strategy which they implement to enter in the
business global world. Present study is based Cadbury company. It is the British multinational company
wholly owned by Mondelez International since 2010. Cadbury is the first company which is awarded by
Royal Warrant by Queen Victoria in 1854. Cadbury company deals with chocolates, tea and coffee products.
Presentation will include the marketing plan and objective of the company. It also includes its
competitors in the Market and the marketing Mix 7P's. Lastly it incudes the budgeting, motoring and
controlling strategies.

Comparison of marketing mix strategy
Marketing Mix Cadbury company Nestle company
Product Cadbury company is the second largest
company dealing in chocolates, coffee and
tea across the world and recently innovated
new chocolates in the market to attract the
customers toward their products and
services. Their marketing strategy is to
analyse the needs and demands of the
company to launch new products at short
time period with good quality and taste.
Nestle company is also the largest food
and beverage company in Switzerland.
Nestle company also deals in product
relating to chocolates flavours and drinks
but it manufactures their product under
famous brand name such as NESCAFE
which results in slow process of their
products which the company is speciality
in attaching customers(Chaffey and
Smith, 2017).

Different strategies which applies by
organisation to achieve the business objective
• As facing various competitors in the market Cadbury company had to change their marketing
strategy to attract more customers towards their product and also provide quality products at
reasonable price.
• The first thing the Cadbury company should initiate is regarding their product strategy if they
launch new product in the market they have to make a proper strategy to bring the new product
with proper description and ingredients that is been initiated while launching the new product in
the market(Importance of Marketing Planning, 2019)

Executive summary
Marketing plans plays an important role in Cadbury company. It helps the company to crack its target
and competitors and make a new impression in customers views and thoughts.

Company Information and Competitors

Marketing Objective
Cadbury company main objective is to bring their
brand name to the top of the chocolate industry and
to take the customer's satisfaction level with the
product at next level and also to increase the sales of
the company at 30% till the end of 2019.

Marketing mix strategy
• Product
• Price
• Place
• Promotion
• People
• Process
• Physical evidence

Segmentation, Targeting and Positioning
• Segmentation Strategy: Cadbury company is based on geographic segmentation in this company
innovates that type of product which specifies the demand in particular area. Company use
marketing plan for different places like if any area has more demand of the product than they make
such planning according to that demand. This procedure helps in identifying the company
productivity structure and lacks of demand policy.

Budget
Expenses on items Budget
Salaries 70 million
Raw material and utility 150 million
Transportation cost 40 million
Sales Tax cost 40 million
Marketing promotion expenditure 200 million
Total expenses bear 500 million

Monitoring and controlling
• It is the important factors to monitor and control the
activities of the Cadbury company as employees mostly
waste the resources and neglect the expense which
results in huge cost to company budget structure.

Conclusion
• From the above study it can be concluded that marketing plan is essential for company to achieve
success and also bring stability in the company background and needs for future use.
• Cadbury company take various steps to implement the plan strategy to bring new product in the
market and also establish a department to monitor and control the employees to waste the products
and reuse the available products for better designs and make a working environment eco friendly.

REFERENCES
•Newman, P., 2016. Planning for transit oriented development: strategic principles. In Transit
Oriented Development . (pp. 33-42). Routledge.
•Coffie, S. and Blankson, C., 2018. Strategic prescriptive theories in the business context of an
emerging economy. Journal of Strategic Marketing. 26(5). pp.373-384.