MKT1001 - Introduction to Marketing: Cadbury Celebrations Presentation

This presentation provides a comprehensive marketing analysis of Cadbury Celebrations, a product launched by Cadbury Australia. The analysis begins with an overview of the product, including its form, flavor, and pricing, and then delves into the organizational background of Cadbury, a multinational confectionery company. The competitive business environment is examined, highlighting key competitors such as Mars, Nestle, and Hershey's. The presentation then explores market segmentation, targeting demographics, psychographics, and behavioral aspects to identify the ideal customer profile. Furthermore, it details the three levels of the product concept – core, actual, and augmented benefits – as applied to Cadbury Celebrations. The presentation utilizes various academic references to support its findings, offering a well-researched exploration of Cadbury Celebrations' marketing strategy and its position within the Australian market.

INTRODUCTION TO MARKETING
Name of the Student
Name of the University
Author Note

Task 1: Product and Organization
Organization
The organization selected for discussion here is Cadbury Australia, who possess a long history in
the region of Australia and committed themselves in making everyone happy. The organization
decided to expand in the region in the year 1919 after getting first overseas order from the
Australian market in the year 1881. The organization merger with Schweppes Australia, and
created Cadbury Schweppes in the year 1969, the name which is familiar now in that region, in
the name of Cadbury Schweppes Pty Ltd.

Product Profile
As discussed earlier, the organization of Cadbury is going to launch their brand-new
product in the market place of entire Australia to mark and celebrate their centenary
year of their entry in Australia. They have specified their plans in the form of
segmentation, targeting and positioning of this product and have strategized their
plans accordingly to hit the market with this brand-new product. They have set an
average price which can be easily accessible to all the classes of the society, and
according to the acceptance of the product in the market place, the organization will
come up with more flavors and forms.
Product Company
Name
Brand Flavour Price Form
Cadbury
Celebrations
Chocolate
Cadbury Celebrations One AUD 10 500gm
Product and Organization

My selected product is Cadbury Celebrations. To celebrate the centenary year of the organization
in the region of Australia, Cadbury has come up with a new Celebrations Pack, to be sold
throughout the region of Australia. The product will be available in one form only, and that will
be a 500-gm pack of Cadbury Celebrations Chocolate. It will be available in one flavor, and
according to the acceptance of the product in the market. They will come up with more flavors
and forms. The ingredients which will be required to manufacture the product are milk, sugar,
cocoa butter milk, cocoa solids, raisins, nuts and almonds (Henderson, Sheldon and Pick 2019).
Organization
The selected organization for this discussion is Cadbury.
Company Profile
The organization Cadbury is fully owned by Mondelez International, which as
previously known as Kraft Foods, is a multinational confectionary organization from
Britain. It is the second largest confectionary brand after Mars throughout the world.
The organization is mostly known for their flagship product of Dairy Milk. The
organization has its presence in more than 50 nations around the world. The annual
revenue for the organization is more than $3 billion, as it is one of the best-selling
brands around the globe, and holds almost 25% of the market share in the
confectionary industry. The biggest market of Cadbury is India, the United Kingdom,
Australia and China (Cadbury Australia 2019).
Organization Size Market Share Annual Revenue Organization Status
More than 80,000 Almost 25% More than $3 billion Second largest

employees and 50
countries around the
world
globally confectionary brand
globally
Task 1: Product and Organization

The organizational background for the selected product is Cadbury is fully owned by Mondelez
International, which as previously known as Kraft Foods, is a multinational confectionary
organization from Britain. It was founded in the year of 1824 in Birmingham. John Cadbury was
the founder of the organization. It is the second largest confectionary brand after Mars throughout
the world. The business house is mostly famous for their product of Dairy Milk. The organization
has its presence in more than 50 nations around the world. The annual revenue for the
organization is more than $3 billion, as it is one of the best-selling brands around the globe. The
biggest market of Cadbury is India, the United Kingdom, Australia and China. The products of
Cadbury can be found in almost 50 countries and the manufacturing units has their presence in
more than 15 countries around the world. Some of the brands of the organization are Cadbury
Dairy Milk, Cadbury Dairy Milk Bubbly, Cadbury Dairy Milk Marvellous Creations, Cadbury
Crème Egg, Cadbury Fuse, Cadbury 5 Star and many more. The brand Cadbury Dairy Milk was
launched in the year of 1905., which was introduced into the region of Australia in the year of
2017. More than 80,000 employees work in this origination globally. John Cadbury, the founder
of the organization, first used to sell coffee, tea and drinking chocolate from his own place in
Birmingham.

Task 2: Competitive Business Environment
Competitive Situation
There are many rivals of Cadbury present in the global market place, which also includes
Australia.
Description Competitor 1 Competitor 2 Competitor 3
Name & brand of
product
Mars Nestle Hershey’s
Price: Around $3 Around $5 Around $4
Difference to your
product
(competitive advantage)
Brand Value and
Identity
Brand Value and
Identity
Brand Value and Identity
Is there anything
significant to note
about the
competitive
situation?
Largest brand in the
confectionery
market
Biggest
nourishment
organization around
the world
Tough competitor along
with global presence

Task 2: Competitive Business Environment
The competitive market for Cadbury Celebrations are Mars, Nestle and Hershey’s in the market
place of Australia. The product price ranges from AUD 3-5. Each of the competitors have their
unique brand identity and brand value. Mars possesses the largest brand in the confectionery
market around the world, Nestle is the biggest nourishment organization around the world and
Hershey’s is one of the tough competitor of the organization of Cadbury. All these three brands
possess tough competition in the market place of Australia when they will launch Cadbury
Celebrations (Ruf and Weichenrieder 2013).
Task 3: Segmentation and Target Market Description
The following table will help to capture the necessary information required to develop and justify
the target market of Cadbury.
Description of Target Market
Description Variable 1 Variable 2 Variable 3

Base
Demographic Demographic Psychographic
Variable
Income Age Interests
Description
AUD 5000 – till any
amount
10-30 years Chocolate lovers in
Australia
Justification
Income will affect
the purchasing
power of the people
in Australia
Segmentation of age
will help the
organization to
identify the number
of prospects
This will help to assess
the interest level of the
people in the market
place

Task 3: Segmentation and Target Market Description
The target market can be divided on the basis of the four types of segmentation. The demographic
and the psychographic segmentation will play the most important part in launch of the product of
Cadbury Celebrations. The behavioral segmentation will also play a key role in assessing the
attitude of the people towards the new product (Camilleri 2018).
The rational for choosing the variable of income will help to identify the exact number of
prospects who have the purchasing power towards the product who can be turned into customers
of Cadbury Celebrations after its launch.
The rational for choosing variable of age will help to shorten the segment market, as children and
young adults will have the more interest of buying and consuming any kind of chocolate. It is
globally known that they are the prime consumes of the chocolate industry around the world.
The rational for choosing variable of interest will help to identify the prospects and their interest
level towards the new product, so that the people with less or no interest can be left out or can be
targeted with different set of plans (Mythily 2015).

Running head: INTRODUCTION TO MARKETING
Task 4: Description of 3 levels of the product
Product Concept - 3 Levels of the Product
Description Level 1 Level 2 Level 3
Theory
Core benefit states
about whether the
customers are really
buying the product
or not, and it should
be a chocolate
Actual benefit states
about the quality of
the product, along
with its size, taste,
packaging and
others
Augmented benefit
states about the
availability of hat
product in all regions
or not
Application Core benefit will
help to assess
whether the
customers are
receiving any
benefits or not
Actual benefit will
include the quality,
packaging style and
size according to the
commitment of the
organization
Augmented benefit
will involve whether
the freshly launched
product are available
in all the targeted
places in the region
of Australia or not

1INTRODUCTION TO MARKETING
Task 4: 3 Levels of the product
The three levels of product theory or concept can be described as the layers which adds
more values engaged with the customers. Business organizations can understand the nature
of their prospects and customers better by asking the help of this theory. It will also help to
allow them in better positioning of their products or services in the competitive market
places (Agyekum, Haifeng and Agyeiwaa 2015).
The Core level of the product for Cadbury Celebrations will help to assess whether the
customers are receiving any benefits or not from the newly to be launched product. It will
help to add value to the product of Cadbury Celebrations in the market.
The Actual level of product for the selected product will help to evaluate the benefits which
will include the quality, packaging style and size according to the commitment of the
organization of Cadbury before launching them in the region of Australia.
The Augmented level of product for the selected product will help to evaluate the benefit
which will involve the availability of the product, whether the freshly launched product are
available in all the targeted places in the region of Australia or not (Saleem et al 2015).

2INTRODUCTION TO MARKETING
Task 5: Reference List
List of References
Agyekum, C.K., Haifeng, H. and Agyeiwaa, A., 2015. Consumer perception of product
quality. Microeconomics and Macroeconomics, 3(2), pp.25-29.
Cadbury Australia. (2019). Cadbury Australia. [online] Available at:
https://www.cadbury.com.au/ [Accessed 13 Sep. 2019].
Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel
Marketing, tourism economics and the airline product (pp. 69-83). Springer, Cham.
Henderson, D.R., Sheldon, I.M. and Pick, D.H., 2019. Patterns and Curiosities. Global
Markets For Processed Foods: Theoretical And Practical Issues, p.7.
Kizil, C., Eddy, V., Clary, L. and Crowell, K., 2013. Hershey's Entry to the Australian
Market with a New Brand: An Accounting and Marketing Perspective. Emerging Markets
Journal (EMAJ), University of Pittsburgh Press (USA), 3(2), pp.97-126.
Mythily, G., 2015. A SURVEY ON CONSUMER BUYING BEHAVIOR AND BRAND
AWARENESS OF CADBURY AMONG STUDENTS IN SCHOOL AND COLLEGE
CANTEENS IN CHENNAI. International Journal of Management Research and
Reviews, 5(12), p.1204.
Ruf, M. and Weichenrieder, A.J., 2013. CFC legislation, passive assets and the impact of
the ECJ's Cadbury-Schweppes decision. WU International Taxation Research Paper
Series, (2014-02).
Saleem, A., Ghafar, A., Ibrahim, M., Yousuf, M. and Ahmed, N., 2015. Product perceived
quality and purchase intention with consumer satisfaction. Global journal of management