Cadbury Marketing Plan: Strategies, Analysis, and Recommendations

This report presents a marketing plan for Cadbury, a global confectionery brand. It begins with an introduction highlighting the importance of marketing and the plan's objectives, including increasing sales and consumer numbers. The report provides a background on Cadbury, followed by an analysis of the value of marketing. A SWOT and PEST analysis are conducted to assess Cadbury's strengths, weaknesses, opportunities, and threats, as well as political, economic, social, and technological factors. The marketing mix strategy, encompassing product, price, promotion, and place, is discussed, along with segmentation, targeting, and positioning. A marketing budget example is provided, and the importance of monitoring and controlling through feedback is emphasized. The report concludes by summarizing the roles of marketing in identifying consumer needs, building brand image, and increasing profitability. References to relevant academic sources are also included.

Marketing essential

 Study will explain importance of marketing
 study will prepare marketing plan.
INTRODUCTION

 In the year 1824, John Cadbury started selling coffee, tea and drinking
chocolate in Bull street in Birmingham, England. In 1831 he began the
production of a variety of drinking and cocoa chocolates, manufactured in
a factor in Bridge street and sold mainly to the higher income level due to
high cost of production. It is second largest confectionery brand all around
the world after Mars.
Company’s Background

 Marketing helps in reaching to mass audience and promoting the brand at
global level.
 Marketing supports in generating more sales and developing healthy
relationship with consumers.
Value of marketing

Marketing objective
 To increase sales of fruit & nuts chocolate by 30% till the end of 2019
 To increase number of consumers by 20% within 6 month.
A basic marketing plan for Cadbury

SWOT Cadbury
Strength  The strength of Cadbury is that it has global
presence
 . loyal and strong customer base.
Weakness  old design and technology at their workplace.
 Poor investment strategies
Opportunity  Technological advancement is the big
opportunity for the firm (Bahadir, Bharadwaj
and Srivastava, 2015).
 Increasing demand of light chocolate products
Threats  Changes in government rules and regulations
 Changing consumers demand
Situational analysis

 Political factor:- Political factor impact on Cadbury, political stability of
government creates positive situation for firm because entity can run its
operations in smooth manner. On other hand if there is instable
government then trade law will get influenced that would affect operations
of the firm (Festa and et.al., 2016).
 Economic factor:- Economic factor plays a vital role in the success of
Cadbury.. If there is inflation then it will affect purchasing power of
consumers. In such condition sales will get negatively affected. On other
hand if there is good employment rate then people will be able to spend
money on buying such products
PEST analysis

 Social factor:- Its important to analyse the social values, preferences of
buyers etc by Cadbury. Social factors are the social trends, lifestyle
changes which affect the organisation performance. The changes of the
taste and preference of the customers can affect the sales.
 Technological factor:- Technological advancement gives an opportunity
to adopt the new techniques and improve quality of operations. New
changes increase the value of the brand and gives opportunities to make
connection with mass audience
CONTINUE

 Product:- Cadbury will add new features in its nut chocolate
(Massingham and Pomering, 2017). It will add new flavour in this
chocolate in order to gain attention of kids.
 Price:- In order to market its nut chocolate enterprise will adopt
discounting pricing strategy. The pricing strategy of the Cadbury is
specifically contains the price images and price point which is
economically suitable for the customers and give them satisfaction. The
aim of the pricing strategy is to maximize the profit and increase the sales
volume of the organisation in the market.
Marketing mix strategy

CONTINUE..
 Promotion:- Promotion is a way to communicate and connected with the
customers. Cadbury will take support of social media marketing tool in its
marketing plan(Ahmed and Rahman, 2015).
 Place:- Direct distribution channel will be sued to distribute its products.
Cadbury makes a powerful place in the market.

 Segmentation is a way to target the customers, product and
service of the Cadbury. Demographic segmentation is one of the
segmentation which target the customers according to their age.
 Differentiated Targeting strategy will be used by Cadbury. This
will support in reaching to mass audience and targeting right
people. Cadbury target children of UK and providing them new
innovative chocolates which consume and increase the sales.
 Cost positioning strategy will be used by firm.
 From television advertisement and online marketing it promote
the chocolate.
Segmentation Targeting Positioning

 In order to promote the products in the market, local as well international it is very essential for Cadbury to develop an
effective marketing budget. A Budget helps in managing and allocating financial resources in the best way possible, a
marketing budget consists amount used for different advertising techniques or methods such as Event, Online marketing,
Video advertisement etc. An example for Marketing budget is illustrated below –
Marketing Budget