Cadbury's Marketing Plan for Chocolate Bouquet in UK Market

This report presents a marketing plan developed for Cadbury to launch its new product, the Chocolate Bouquet, in the UK market. The plan includes an executive summary, industry overview, mission and vision statements, and marketing objectives. It details a comprehensive marketing mix strategy covering product, price, promotion, place, people, process, and physical evidence. The report also outlines STP (Segmentation, Targeting, and Positioning) strategies, promotional activities, and a marketing program with timelines and budget allocations. It further describes the monitoring and evaluation methods, including surveys, sales report analysis, and digital media tracking, along with the application of the VIRO method. The conclusion highlights the plan's potential to effectively launch the product and enhance brand awareness.

MARKETING ESSENTIAL

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Marketing plan............................................................................................................................1
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Marketing refers to the certain activities of business that focuses on promoting products
of the company. The present study aims to develop a marketing plan for Cadbury that will help
them in introduce new product in the market of UK.
MAIN BODY
Marketing plan
Executive summary
Cadbury is going to launch Chocolate Bouquet that is an extension version of all the
chocolates produced by Cadbury. The objective of this marketing plan is to successfully launch
their new product in UK market. A number of below and above line marketing strategy will use
in the marketing plan such as; advertisement on mass media, off street sampling. The marketing
strategy will emphasize on brand personality creation.
Overview of the industry
Cadbury is a leading global confectionery company with an outstanding portfolio of
chocolate, candy, gum brands (Hastings and Stead, 2017). The company is the oldest and largest
family run business in the world and employ around 50,000 employees over 60 countries. In UK
there are The industry was founded by John Cadbury.
Mission and Vision Statement
Mission statement- 'Cadbury means quality': this is our promise. Our reputation is built
upon the quality, our commitment to continuous improvement that ensure that our promise is
delivered' (Cadbury, 2019).
Vision statement- “Working together to create brand people love and create peaceful,
equitable society that is free from discrimination”.
Marketing objective
 To introduce the new product, 'Chocolate Bouquet' in the UK market successfully within
a period of 5 months.
 To acquire about 50% of young couple market segment within the period of 3 years.
 To drive the sales up-to 10% by the end of the year of 2020.
Marketing mix strategy
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Product: Cadbury is launching new product that is Chocolate Bouquet that contains all
the existing chocolates of the company with new features (Hair Jr and et. al., 2015).
Price: Competitive pricing strategy is set for the new product.
Promotion: The new product will market through; digital marketing, traditional
marketing and through campaigns.
Place: The product will available worldwide on the specious occasions or festivals such
as; New Year, Valentines day, etc.
People: People in Cadbury concentrated on to satisfy the need of consumers by quality
consumer services.
Process: They develop effective supply chain to deliver the products and also target to
sell the products through the online website (Chaffey and Ellis-Chadwick, 2019).
Physical Evidence: Chocolate Bouquet have special presentation in the Cadbury store.
They mainly focuses on attractive packaging and the shape of Bouquet that aim to replace the
flower bouquet.
STP strategy
Segmentation: Behavioural segmenting strategy is used by the company for the new
product with the analysis that consumers are wanting sweet on the special occasion (Tuten and
Solomon, 2017).
Targeting: For the new product, Cadbury is planning to target the new product from
young to old age and male and female both especially couples.
Positioning: The new product will be positioned by the company in the urban areas and
they are also planning to position the product in niche market (Blythe and Martin, 2019). For the
promotional activities, Cadbury use various promotional tool such as; marketing campaign focus
on influencing consumer to replace flower bouquet with chocolate bouquet.
Marketing program
Marketing objective Strategy Timeline
To successfully introduce and
launch new chocolate bouquet
Company implement the
strategy to conduct marketing
campaign.
It will take the time around 1-2
weeks.
To increase the strong Cadbury will use digital media 5-7 months
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consumer base marketing strategy for
promoting the brand name.
To raise the sales For that purpose Cadbury is
planning to adapt marketing
strategy.
4-6 months
Budget
Developing the official website £100
Promoting through digital media or internet £400
Promotional Brochures £600
Marketing campaign £1,000.00
Public relation £800
Monitor and Evaluation
In the overall project implementation, there will be a number of controls that will put in
proper place by the organisation. Cadbury will ensure constant monitoring of the
implementation. To monitor the plan company will conduct survey from the random selected
potential consumers of Cadbury (Baker, 2016). To identify the outcome, Cadbury will analyse
the annual sales report. Along with it, industry also monitor and evaluate digital media
marketing, cost of website development and further advertising techniques through tracking
website traffic. VIRO method will utilise by Cadbury to evaluate the marketing plan.
CONCLUSION
From the present study it has been analysed that the developed marketing plan will help
the company to launch their new product successfully in the market and the marketing activities
will help enable them to aware people effectively.
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REFERENCES
Books and Journals
Baker, M. J., 2016. What is marketing?. In The Marketing Book.(pp. 25-42). Routledge.
Blythe, J. and Martin, J., 2019. Essentials of marketing. Pearson UK.
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
Hair Jr, J. F. and et. al., 2015. Essentials of business research methods. Routledge.
Hastings, G. and Stead, M., 2017. Social marketing. Taylor & Francis.
Tuten, T. L. and Solomon, M. R., 2017. Social media marketing. Sage.
Online
Cadbury. 2019. [Online]. Available Through:<https://www.cadbury.co.uk/>.
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