Comprehensive Analysis of Cadbury's Marketing Mix and Strategic Plan

This report provides a comprehensive analysis of Cadbury's marketing strategies, focusing on the 7 Ps of the marketing mix: product, price, place, promotion, people, process, and physical evidence. It compares Cadbury's approach with that of its competitor, Nestle, highlighting their product offerings, pricing strategies, distribution channels, promotional activities, and customer service practices. The report also includes a detailed marketing plan for Cadbury, outlining its vision, mission, objectives, market analysis, STP approach (segmentation, targeting, positioning), SWOT analysis, and a proposed marketing budget. The report concludes with a discussion on monitoring the results of the marketing plan, offering a complete overview of Cadbury's marketing efforts and strategic direction.

MARKETING ESSENTIALS

Cover Content
◦ Introduction
◦ Comparison of 7 P of Marketing mix
◦ Marketing Plan
◦ Conclusion
◦ References

Introduction
Marketing is a set of various activities for promoting products or services to consumers with a purpose to acquire
maximum profit share by satisfying their requirements and want. These activities help in attracting consumers
for longer period of time. It mainly focuses on communicating and delivering of goods or services to customer.
Products are developed according to the needs and wants of consumers. Marketing plays an essential role in the
growth or development of a product. Marketing function's major aim is to foster product as well as brand which
helps in influencing customers to purchase same goods and services. This PPT is reflects on 7P of Marketing and
also marketing plan is developed which is helpful in promoting products and services of firm.

Organisations apply the marketing mix
◦ The term marketing mix was introduced by Neil Borden in the year 1953 and further this concept was
extended by James Culliton in 1948. This term refers to mixture of several ideas and plans which are followed
by marketing representative for promotion of a particular product or brand. Marketing mix includes multiple
areas of focus as part of comprehensive plan. This focus helps in taking strategic decisions while launching
new products or modification in existing products.

Cont.….
Basis of Marketing mix Cadbury Nestle
Product Cadbury offers wide variety of products consisting of
chocolates, beverages, snacks, candy, biscuits and milk
additives. In chocolates it includes brands like dairy
milk, five star, eclairs and perk. In biscuit product line,
it offers under brand name Oreo and milk additives
includes bournvita. It is leading chocolate industry in
the world as it has strong line up of products. Products
of Cadbury are made up from real chocolate and fresh
milk. Main objective of company is to sustain at
marketplace and by satisfying needs and wants of
consumers cadbury can effectively achieve its business
objective.
Nestle is biggest competitor for Cadbury which deals
in different categories. It has around 8000 brands
with variety of products. It includes coffee Nescafe,
nestle slim, nestle milkmaid, Maggie, pasta sauce,
kitkat, munch, polo etc. The main objective of
company is to attract and retain more and more
customers and for this they are providing better
quality products to their customers .

Price Cadbury has introduced various products for different
market segments as customers have different expectations
of price form product. Cadbury uses competitive pricing
strategy for basic products whereas, premium pricing on
other variants. Also, Cadbury never increases cost but
there is reduction in weight. Cadbury has many variations
of products in chocolate segment and pricing of each
chocolate is based on type of customers going to buy it.
Therefore, maximising returns includes maintaining right
price level for each segment. Main objective of company
is to maintain the competition at marketplace with the
help of low price company can easily achieve its business
objective.
Price of products is based on quality of products. For
example, price of coffee is relatively high as compared to
other competitors. So, more customers get attracted to buy
it at any cost because of good quality and taste. It is also
observed that bulk discounts are given in various stores
like big bazaar. In chocolates segment competitive pricing
strategy is followed. Thus, pricing strategy of nestle is
based upon competitor, quality, geography being served
etc. Main aim of the company is to maintain competitive
environment at marketplace. By offering schemes and
attractive offers company can achieve its business
objectives .

Place Cadbury distribution channel is widespread and effective. It is
present in urban as well rural areas. Cadbury follows same
mantra of FMCG marketing which is breaking the bulk.
Cadbury is present in 200 or more countries. Distribution
Channel costs is very high as consumer base is very high
(Lane, 2015). Distribution channel of Cadbury is
Company>>C&F
agent>>Distributors>>Retailers>>Consumers. Cadbury has
strong presence in market so, products are easily available
within 2 minutes’ reach from any of local retail shops. Major
objective of cadbury is to capture every country across the
world. By increasing its distribution channel company can
grab more and more customers.
Nestle follows FMCG strategy of distribution which involves breaking the
bulk. It has strong marketing and sales network with a good distribution
channel. Nestle regularly introduces trade discounts and various schemes
to maintain the level of motivation among channel members. The main
challenge comes in distribution of chocolates as there are many
competitors in market. Main aim of the company is to increase its
distribution channel for which they start capturing rural as well as urban
areas.

Promotion Cadbury adopts different and unique promotional strategies for its
products. It has strong and major customer base. Cadbury uses above
the line (ATL)and below the line (BTL) marketing. Due to this brand
recall is very high and people always remember Cadbury whenever
they are buying a chocolate. By regular promotion of products
company can maintain competitive advantages at market place.
Nestle uses various sources and methods to
promote its products like billboards, newspapers,
TV commercials posters etc. Nestle brand is
pushed by excellent product quality (Larson and
Draper, 2015). The major promotional tool used by
nestle is sales promotion on ground level. It also
uses above the line (ATL) marketing. Hence, it has
very high brand recall value. Main objective of
company is to achieve maximum revenue as
compared to its rivalry companies which will
further help them in promoting their brand in
innovative manner.

People People are most important element of any service
or experience. Cadbury emphasis on providing
regular training and development to workers so,
that there is effective and efficient use of
ingredients (Pappas, 2017). This also helps in
producing good quality products which helps in
maximising customers’ satisfaction. Cadbury
mainly targets youngsters and children rather than
elders. Effective staff will help the company in
achieving its goals and objectives.
Employees and managers within company helps
in supporting the growth strategy of particular
products. Also, Nestle retains skilled employees
by providing them training sessions to handle
queries so that they can provide better customers
services. With the help of skilled employees
company can produce good quality products
which will increase the market share of the
company.

Process Production process when completed than products are
transferred to wholesalers and then stored in bulk in warehouses.
These bulk of products is break down according to requirements
and then send to retailers which are than purchased by end
consumers. Production process of the company is effectively
managed by the team which help them in achieving their
organisational goal.
The company has been manufacturing the products by
processing it using better technology. Customer service is
important and a key determinant of trust. So, Nestle adopts
customer oriented services in which they provide after sale
services to maximise customer satisfaction. As, a result of
this, emphasis is placed on educating the employees
therefore, translating the core elements of the brand.
Physical evidence It also provide guidelines about the products by giving them
brochures and pamphlets (Pike, 2015).
Also, processes and ways of working are continuously reviewed
(across all departments) to maintain a very high level of service
and to ensure the smooth running of operations all over the
world.
Nestle has created a better evidence connectivity by setting
up of coffee shops with their logos of Nescafe on vending
machines, better seating arrangements, ambience and
uniform for all workers as all these factors contribute to
create a better physical environment for customers. For
attracting more and more customers towards their brand
company can improve their promotional activities. For
example attractive logos and stores.

Basic marketing plan for Cadbury
◦ A marketing plan is blueprint which outlines marketing strategies to attain marketing objectives within
specific time period. It has a formal structure, but can be used as informal or formal document which
makes it very flexible. It depicts about the actions to be taken by company in order to implement its
marketing strategy and resources required to accomplish the organisational objectives. It includes
historical data, future predictions, and methods to achieve marketing objectives
◦ Company overview:- Cadbury is leading British multinational confectionery company which is wholly
owned by Mondelez international.

Cont.…
◦ Vision:- Its vision is promotion of brands carrying mass franchise without compromise on quality, better product
quality and packaging. Also, efficient working capital management and increasing marketing depth.
◦ Mission:- Mission statement of Cadbury simply says that “Cadbury means quality”. Our reputation is to build
upon quality, our commitment to continuous improvement will ensure our promise. Also, to increase width of
chocolate consumption, maintaining leadership and be a significant leader in gifting segment.
◦ Objective:-Objective of Cadbury is to be world's biggest and best confectionery company. Objective of Cadbury
is to extend its product width by launching a new product i.e. cold coffee
◦ Offerings:- Cadbury offers its products and services all over the world including UK, Canada, India etc. Cadbury
offers a wide range of products including chocolates, beverages, snacks, candy, biscuits and milk additives.