Cadbury UK Marketing Plan: A Comprehensive Analysis

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Marketing Essentials

Table of Content

Introduction
•Impactful strategic planning done by the
marketing department of a company is
needed.
•Several competitors should be kept in
mind.
•Keep own consumers satisfied.
•In UK market, Nestle is one of the
potential Competitor of Cadbury

A Comparison Of Marketing Mix To The Marketing Planning Process
Applied By Organizations
Marketing mix Cadbury, UK Nestle, UK
Product Have chocolate based product
Wide array of products Wide array of products
Price Depends on the product, high to
low price productss available
Different price for different
products
Different price for different
products
Place Reachable for everyone through
good logistic service Good
distributors available
Good distributors available
Promotion Cadbury applies different short
taglines Products have their
specific endorsement tune.
Products have their specific
endorsement tune.
People Have more than 3000 staff in UK Nestle recruits in scale of thousand
in every year.
Physical
evidence
Cadbury is one of the world leaders
in food and beverage sector Nestle
is present in any shop or
supermarket
Nestle is present in any shop or
supermarket
Process Application of new techniques and
recipe Use of up graded technology Use of up graded technology

Different Strategies Followed By The Organizations
•Cadbury conducts surveys on the expectation of the
customers
•Deliver their product in super markets and retail shops so
that they reach every possible customer.
•They don’t compromise with their high grade quality to give
the customers the best experience.
•They also emphasize to innovate on different tastes and
possible modification of the existing products to capture new
market.
•Introduced different size range with very minimum
affordable price.
•For calorie conscious people, they are campaigning the idea
of dark chocolates.
•Nestle customize a product as per the taste different country.
•Use different brand operation for different products
•Introduce different offers and discounts to increase their sell

An Evaluation of a Detailed Marketing Plan For The Organization
Basic Marketing Plan
•The organization has to do a market research to
understand the basic demand of the customers
•Identification of competitors is important to
understand their strategies and to create a difference
from them to make own brand image.
•To calculate a working budget for the production and
necessary operations and set a time limit to reach the
target
•After doing the production the company has to make a
public appearance using promotional strategies to
create a curiosity among the customers.

Coherent marketing plan using 7P’s of Marketing Mix
Product: Cadbury should maintain there quality
Promotion: Use of different social and print
media and electronic gadgets
Price: The pricing should be done as per the
market
Place: The products should be available to the
every corner of the country.
People: Skilled people for different departments
should be recruited.
Process: The company has to focus on customer
demands and process through innovation
technology
Physical Environment: Presence in every retail
shop is essential

Competitive Analysis of The Organization In The Market
Strengths
· It is a well known international
brand holding the topmost position
holding 9.9% global market
· The brand is easily distinguishable
than others
· High financial strength
· Consumers have a positive review
about the company and products
· Their focus is on chocolate and
chocolate based products
· Good promotion strategy using
celebrities as well as commoners is a
success
Weaknesses
· The products are dependent only
on confectionary and beverage
· While other competitors have
international experience , Cadbury is
strong in European market, but new to
many other countries
Opportunity
· New markets of India, China,
America can be easily identified and
bring high business
· Through targeted acquisition
company share can be increased
· Reducing different operational cost,
such as labor and energy, company can
have higher profit
· Through innovation, more
customers can be generated
Threats
· In food and beverage sector,
customer loyalty cannot be trusted with.
They shift with a newer taste.
· Different local brands offering
lower price is taking a fair amount of
market share
· Increase of different operational
cost is increasing the final product cost.
· As dealing with sugar products,
health issue related consumers are
avoiding the product

•To maintain the quality and improve it
further by innovative ideas and modern
machinery
•To keep its price within commoners range
•Increase the profit level by cutting
unnecessary costs and generating more
customers for them
•Be a leader of UK market
Marketing Objectives

•Cadbury market is for everyone
•The brand attracts the kids and
women mostly
•Introducing health drinks and
biscuits also aim to catch all age
and sex of consumers
Target Market

Action Plan
Action plan Timeline Priority Details
Demands of
the consumers
2 months High According to market
demand launch of
new product is in
need
Promotion of
the product
6 months High Promotional events,
offers, discounts,
free samples and use
of electronic and
print media is
required
Price 6 months High Lower price
strategy, without
affecting the quality
of the product is
needed

Budget Plan
Details Budget Cost
Raw materials £25,000 £30,000
Modern Technologies £45,000 £50,000
Content development £12,000 £15,000
Contender analysis £5,000 £8,000
Relationship
management
£30,000 £40,000
Search engine
optimization (SEO)
£5,000 £7,000
Web design £7,000 £10,000
Sponsoring £10,000 £15,000
Corporate Social
Responsibilities
approaches
£20,000 £25,000
Publication £25,000 £30,000
Market analysis £30,000 £40,000