Cadbury Marketing Plan: Strategic Goals, Objectives, and KPIs

This report presents a comprehensive marketing plan for Cadbury, a leading confectionery brand, outlining strategic goals and objectives. It begins with an overview of the company's history, vision, and mission, followed by a detailed application of the STP (Segmentation, Targeting, and Positioning) approach to identify and reach the target market effectively. A SWOT analysis is conducted to assess Cadbury's internal strengths and weaknesses, as well as external opportunities and threats. The plan defines strategic marketing goals, emphasizing a 30% sales increase by 2022 through product diversification. Key Performance Indicators (KPIs) are identified to measure the success of the marketing plan, focusing on return on investment, market share, and customer engagement. A marketing budget is also provided, outlining the financial resources required for effective marketing operations. The report concludes that effective marketing planning, including SWOT analysis and KPI tracking, is essential for Cadbury to achieve its strategic objectives and maintain a competitive edge.

Marketing Plan

Table of Contents
INTRODUCTION...........................................................................................................................2
MAIN BODY..................................................................................................................................2
Overview of the company............................................................................................................2
Vision and mission......................................................................................................................2
Objectives....................................................................................................................................2
STP approach...............................................................................................................................3
SWOT analysis............................................................................................................................3
Identification of the target market and customers.......................................................................4
Strategic marketing goals and objectives....................................................................................4
Measuring success of the marketing plan....................................................................................5
Budget for marketing plan...........................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
Books and Journal........................................................................................................................7

INTRODUCTION
Marketing plan refers to the strategic plan developed by an organization to achieve their
objectives and goals. It is an important part of any organization which helps them to fulfill their
internal capabilities as well as requirements so that they can be able to fulfill their goals.
Cadbury is one of the largest brands of confectionery items all over the world having their
headquarters in Uxbridge West London (Hyyppä, 2021). This report contains marketing plan for
Cadbury Company with their strategic marketing goals and objectives. It also contains various
techniques to measure the success of the marketing plan of Cadbury Company.
MAIN BODY
Overview of the company
Cadbury is a large organization which was established in 1984 by John Cadbury in England. The
Cadbury was famous for their operation in five categories that is chocolate confectionery
beverages and biscuits. Popular products like Oreo, dairy milk, Bournvita, tang and many more
have a tie up with the Unilever Company to increase their sales in the market and make it
effective use of the marketing strategies of Unilever. The quality of the products sold by Cadbury
help them to target loyal customers and large audience with their products. Cadbury works as a
market leader in their industry having their hold on over 70% of the total market share of the
industry.
Vision and mission
Cadbury Company as a vision and mission to more diversify their products in order to provide
more products to their customers related to the Cadbury so that they can get best experience with
the brand name. The company has a mission to attain increase in their sales by 30% with good
satisfaction as well as great quality of their products on the market.
Objectives
Cadbury has a goal to diversify their products and as an objective to provide more diversified
products in the global market with various varieties and specializations in Cadbury (Jimenez,
2020). The main objective of the company is to attain and increment and their sales with 30%
with the diversification of product till the year 2022.

STP approach
It is an essential part to be considered at the time of preparation of marketing plan especially at
the time of decision making regarding the product diversification and marketing of products.
Cadbury Company is required to undertake this segmentation targeting and positioning in
effective manner to diversify their products which is provided below
Segmentation
It is that element for Cadbury Company which helps them to analyze the behavior of their
customers and the criteria for making purchase their products. In case of Cadbury company the
segment of their customers is truly on the basis of psychological factors which provides product
at reasonable prices for low income level customers as well as high price products for higher
level of income customers.
Targeting
Targeting refers to the process of attracting customers towards the product and services of the
company and ensure the contribution of the customers on their products. In case of Cadbury
Company they have a target on the customers of every age as their products are versatile and can
be consume by audience of every age (Le, 2021).
Positioning
Cadbury Company already has their global presence and positioning with high brand image and
reputation in the market. The company has continuous advertising techniques to position their
brand with the help of several channels of marketing in the market.
SWOT analysis
Strengths Weaknesses
 Cadbury Company has a strong brand
image in the market for their quality
products.
 The product of the Cadbury are
available in all parts of the world and
is considered as a powerful brand due
 The main weakness of the Cadbury
Company is that they are continuously
criticized by business analyst that they
offer a limited range of products and
not expanding their manufacturing
products of other kinds like food and

to be well established operations all
over the world.
other products.
 It has also been reported about the
quality of the products so many times
that their products were found some
an ignorable things which can be
irrelevant for their customers which
can affect the reputation of the
company.
Opportunities Threats
 With the increased trend of Cadbury
products the company has an
opportunity to expand their products
in the rural areas and other countries
where the company has not reached
yet (Lopez Votta, 2021).
 With the increased demand of the
products the company has an
opportunity to expand their product
range by experimenting it within other
markets.
 Health consciousness among people
with the increase concern of immunity
due to covid-19 can create a great
friend for the confectionery company
like Cadbury in selling their products.
 Increasing number of customers in the
market place a high competition for
the company which is also a biggest
threat for Cadbury.
Identification of the target market and customers
The above analysis helps to provide target audience to Cadbury Company in order to promote
their production services at right place by providing it to write people. The Cadbury Company
has target to people of all the incomes as and provide their production services to all group of
people irrespective of their age and requirements which helps the company to get competitive
advantage.
Strategic marketing goals and objectives
Internal analysis of Cadbury provides for required marketing strategy for the company to
increase their sales and achieve their objectives. The strategic marketing objective of the

company is to achieve or increase their sales by 30% with the next three to four years or before
2022. It shows that there marketing objectives of the company are according to the SMART
objectives (Vaníčková, and Szczepańska-Woszczyna, 2020).
Measuring success of the marketing plan
In order to measure the effectiveness and efficiency of the marketing plan, Cadbury Company
use KPI indicators. With the help of KPI indicators the Cadbury Company is able to create a
proper environment for checking their returns on investment and ration and also market share
they are required to capture and shows their growth percentage in the market. This helps the
company to provide results in their customer enlargement and helps to check arrival of their
customers with the help of social media tools and provide various variables which can help the
company to reduce their wastage and cost.
Budget for marketing plan
Marketing budget helps to provide proper analysis of financial products required by the
company for their marketing purpose. The marketing budget for Cadbury Company is given
below:

The above budget helps to provide for requirement of financial resources in Cadbury Company
and their new project will require 12000 pounds to carry their marketing as well as operations
functions effectively (Vaníčková, and Szczepańska-Woszczyna, 2020).
CONCLUSION
From the above discussion it has been concluded that marketing planning is an essential part of
every organization which helps them to achieve success. In order to create an effective marketing
plan Cadbury is required to conduct a SWOT analysis which helps them to know their internal
strengths and weakness and grab the opportunities and handle the threat available in the market.
The company has prepared a marketing budget which helps them to analyze requirement of
monetary resources for their marketing operations. In order to measure the success the company
use KPI metrics.

REFERENCES
Books and Journal
Hyyppä, J., 2021. Digital Marketing Plan for Beautyko Import Oy to Expand Its Online Store to
Sweden.
Jimenez, I., 2020. Developing Marketing Plan for IT Company (Doctoral dissertation, California
State University, Northridge).
Le, T., 2021. Digital marketing plan for a mobile application: Case Memoa.
Lopez Votta, F., 2021. Digital Marketing Plan for Petiscaria Restaurant.
Vaníčková, R. and Szczepańska-Woszczyna, K., 2020. Innovation of business and marketing
plan of growth strategy and competitive advantage in exhibition industry. Polish Journal
of Management Studies, 21.