Marketing and Management: Decision Making Process Report on Cadbury

This report examines the decision-making process behind the selection of Cadbury chocolate as a product to fulfill the need for a gift for children, considering health aspects. It begins by outlining the need and then evaluates alternatives like Cadbury, Ferrero Rocher, and Toblerone, focusing on ingredients, price, and market availability. Cadbury is chosen due to its affordability, variety, and convenient packaging. The report details post-decision assessments, highlighting Cadbury's success in providing quality chocolate at a reasonable price, while also noting the absence of sugar-free options. Segmentation factors such as age, income, motive, purpose, and behavior are analyzed to understand the target market. The report concludes by mentioning Cadbury's marketing strategies, including advertising and product availability, and references various sources to support its analysis.

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Marketing and Management
Decision making process

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Running head: Decision making process
Contents
Need.................................................................................................................................................2
Evaluation of alternatives................................................................................................................2
Choice of Selection..........................................................................................................................2
Post decision assessment.................................................................................................................3
Segmentation factors.......................................................................................................................3
References........................................................................................................................................5

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Running head: Decision making process
Need
There has been an emerging need for the product Chocolate, to provide gift to the
children. This need has to fulfill without causing any health related issues to the younger
children. The research regarding the selection of appropriate chocolate can be achieved by
examining the number of famous Chocolates brands available in the market. It also includes
checking the ingredients, price, reviews, packaging and its availability in the American market.
Evaluation of alternatives
From the product category of chocolates, the top alternatives available were Cadbury,
Ferrero Rocher and Toblerone. Cadbury is an England based brand that produces chocolates in
various categories as per the taste and preference of the consumers. Its product category includes
Dairy milk, Crunchie and Bournville and many more. Ferrero Rocher is a famous brand of Italy
that is mainly engaged in the production of Chocolates. Its main ingredients are Milk, chocolate,
sugar and hazelnut. It has a great market for the chocolate and billions of chocolates are sold
each year worldwide. The initial price ($19.49) of the chocolate is not economical (Rocher,
2019). The next substitute available in product category of chocolate is Toblerone. It is a famous
chocolate brand of Switzerland. It is available in the bar form of different sizes with multiple
flavors with initial price of $2.8 (Toblerone, 2019).
Choice of Selection
After the evaluation of the alternatives, it is analyzed that Cadbury chocolate is suitable
for fulfilling the need. This is because it is an international licensed brand of chocolate and it is
available in different varieties and tastes. The Initial price of the product is also low which can be
affordable by every segment of the society. Its packaging is also very convenient. It has different
style of packaging like bar form, Cardboard and metallic packaging in the cylindrical and Box
form that makes it very convenient to eat and store. The Cadbury chocolate proved successful in
providing various nutrition’s in the form of Carbohydrates, protein. The Cadbury chocolates is
enriched with values like healthy snack option for energy booster to the children, high source of
antioxidants, great for developing bones of children, act as a super food for brain (Cadbury,
2019).

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Running head: Decision making process
Figure 1: Caadbury chocolates
Source: (Cadbury, 2019)
Figure 2: Cadbury chocolate box
Source: (Eckos, 2019)
Post decision assessment
After the consumption of Cadbury chocolate, it is analyzed that it has been successful in
providing chocolate at the reasonable price without compromising on the quality. Hence, the
mission statement of the brand ‘Cadbury means quality’ is fulfilled successfully. It is evaluated
that it is providing only ‘low calorie’ chocolates and it have failed in providing ‘Sugar free
chocolates’ for children having health related issues.

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Running head: Decision making process
Segmentation factors
 Age- The lower age group is the target for choosing chocolate over any other product.
 Income- The middle-income level group is also the motivating factor that led to the
choice of Cadbury. Because the products offered by the brand are very economical.
 Motive- The main objective is to provide quality chocolate without compromising with
the health of children.
 Purpose- It serves the purpose of providing gift to the children.
 Behavior- Chocolate is one of the major products in the preference category of sweets.
Children usually have positive behavior toward this product.
Cadbury attractive marketing that led to its choice includes television and social media
advertisement, delivery of products in retail market besides super market, to provide easy
availability to the consumer, continuous modification, and availability of wide variety products
from gift range to candies (Forbes, 2011) . Hence, Cadbury chocolate is a worthy choice in
fulfilling the above need.

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Running head: Decision making process
References
Cadbury. (2019). Retrieved June 13, 2019, from Cadbury: https://www.cadbury.co.uk/
Cadbury. (2019). Retrieved June 13, 2019, from Cadbury: https://www.cadbury.co.za/products
Eckos. (2019). Cadbury Milk Tray Chocolate Box . Retrieved June 13, 2019, from Eckos:
https://www.eckosonline.com/product/cadbury-milk-tray-chocolate-box-360g/
Forbes. (2011, May 24). Cadbury, Developing Markets Bearing Fruit For Kraft. Retrieved June
13, 2019, from Forbes:
https://www.forbes.com/sites/greatspeculations/2011/05/24/cadbury-developing-
markets-bearing-fruit-for-kraft/#2ce66bd524f4
Rocher, F. (2019). Retrieved June 13, 2019, from Ferrero Rocher:
https://www.ferrerorocher.com/en/us
Toblerone. (2019). Retrieved June 13, 2019, from Toblerone: https://www.toblerone.com/