Digital Marketing Analysis and Strategies for Cadbury's Products

This report offers a comprehensive analysis of Cadbury's digital marketing strategies, beginning with an introduction to digital marketing and its importance. It defines marketing, explains the marketing mix (product, price, place, promotion) and how it relates to the communication mix. The report delves into digital marketing, highlighting its benefits such as enhanced customer loyalty, global reach, cost-effectiveness, and personalization. It also explores social media marketing, examining successful content examples and justifying their effectiveness. The report includes screenshots of effective campaigns and evaluates the impact of social media content, emphasizing its role in brand recognition and customer engagement. The conclusion summarizes the key findings, reinforcing the significance of digital marketing and its components in driving Cadbury's success.

Practical
Digital
Marketing

Table of Contents
Table of Contents.............................................................................................................................3
INTRODUCTION...........................................................................................................................4
PART 1............................................................................................................................................4
Marketing:....................................................................................................................................4
Explanation of marketing mix along with evaluation of areas where communication mix fits:. 5
Digital marketing:........................................................................................................................6
Importance of digital marketing as well as social media marketing:..........................................6
PART 2............................................................................................................................................7
Examples for social media content which works for an organization along with justification of
its working:..................................................................................................................................7
Screenshots for effective campaigns in reference to established models as well as standards of
digital marketing:.........................................................................................................................8
Effectiveness of social media content:......................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13
INTRODUCTION...........................................................................................................................1

INTRODUCTION
Digital marketing indicates component or form of marketing in which digital technologies
are utilised for the purpose of promoting products or services of an organization. In digital
marketing, internet is used for promoting brand and products of business. It considers a new
method for approaching customers of an enterprise (Backaler and Shankman, 2018). It
incorporates attraction of customers through various approaches such as, social media platforms,
search engine optimization, etc. There are various channels in relevance to social marketing
which involves, pay per click, website marketing, as well as content marketing.
This report is based on evaluation of digital marketing techniques fpr Cadbury. It covers
explanation or description of marketing. Further, marketing mix is explained along with
evaluation of areas where communication mix fits with it. Digital marketing is defined and social
media marketing is analysed along with its importance. Further, social media content is justified
and screenshots are provided in regards to established models as well as standards in context to
digital marketing. Lastly, effectiveness of social media content is analysed.
PART 1
Marketing:
Marketing indicates such activities of an organization which undertakes promotion of
products of business. It refers to actions which is performed by a company for the purpose of
drawing attention of customers and maintaining adequate relationship with them. It fosters
buying decision of customers that ultimately leads to enhancement of profitability of an
enterprise. Marketing activities is concerned towards matching of products which are offered by
a firm to requirements of customers (Hunsberger, 2017). In context to Cadbury, incorporation of
marketing activities enables company to focus on creation, communication, delivery as well as
exchanging of offerings that pertains value in context to customers. It is preoccupied towards
idea for satisfying requirements of customers by providing effective solutions for problems that
are faced by customers. It provides competitive edge to an organization and serves as a
foundation for attaining higher level of profitability. Marketing ensure getting or acquiring of
potential customers for Cadbury. Entity is founded by John Cadbury in the year 1824. It
facilitates an organization for attaining, acquiring as well as retaining customers by enhancing
satisfaction level of customers.

Explanation of marketing mix along with evaluation of areas where communication mix fits:
Marketing mix incorporates set of actions or techniques which is utilised by an
organization for promoting its brand value as well as products in market. It mainly involves 4 Ps,
that are, product, price, place as well as promotion. Implementation of marketing mix helps an
enterprise in understanding products and services. It helps Cadbury in ensuring successful plan in
relevance to product offering. Apart from it, marketing mix facilitates effective planning,
development as well as execution of strategies in relation to marketing which facilitates
sustainability as well as profitability of an organization. Further, communication mix includes
tools or techniques which fosters communication of an enterprise with its potential customers. It
pinpoints different ways in which Cadbury can communicate with its customers. Advertising,
personal selling, sales promotion, public relations, direct marketing or internet marketing as well
as packaging are components for communication mix (Liu and Zhang, 2019). Components of
marketing mix are discussed below along with evaluation of its relation with communication
mix:
 Product: It signifies goods which is sold by an organization. This element of marketing
mix is focused on evaluating requirement and wants of customers for the purpose of
aligning products which are offered by a firm with demands of customers. In context to
Cadbury, marketing decisions which are involved here are regarding design, features as
well as quality of product. Further, product assortment is conducted and its branding as
well as management of product lifecycle is ensured.
 Price: It refers to amount which is paid by a customer for the purpose of acquiring
products or services of an enterprise. In other words, this component of marketing mix
indicates amount which a customer is willing to pay for purchasing products which are
offered by Cadbury. Marketing decisions regarding it are related to pricing strategies,
pricing tactics, price setting, allowances, payment terms as well as discounts.
 Place: It evaluates area in which business is located. Hence, place as a component of
marketing mix indicates location of an organization for the purpose of providing access
to customers of Cadbury. Marketing decisions which are associated with it indicates
strategies which are prepared for the purpose of distributing products of business. Apart
from it, franchising, market coverage, assortment, location decisions, inventory as well as
transport are included in it.

 Promotion: Another component of marketing mix is promotion. It states promotional
activities which a company is required to adopt for the purpose of attracting customer for
purchasing products or services which are offered by a company. Marketing decisions
which are made by managing team of Cadbury includes communication strategy which is
formulated by business. It incorporates promotional decisions in relevance to direct
marketing, sales promotion, advertising as well as personal selling.
Digital marketing:
Digital marketing indicates utilization of electronic devices and internet for the purpose of
conveying promotional messaging and measurement of impact which is associated with it. In
other words, digital marketing is also termed as online marketing. It enables promotion of
products and brand value of an entity for connecting business with its potential customers with
the utilization of digital platforms (McCorkle and Payan, 2017). Such platform incorporates
email marketing, social media platforms, as well as web-based advertising that fosters Cadbury
in attaining higher level of profitability by attracting higher level of customers.
Importance of digital marketing as well as social media marketing:
Digital marketing indicates promotion of products of a company on digital or internet-based
platforms. Incorporation of digital marketing tactics pertains various importance for an
organization which are explained below:
 Enhances loyalty of customers: It enables on organization in increasing satisfaction
level of customers by ensuring quick resolutions to queries of customers.
 Global reach: Another importance which is associated with technique of digital
marketing is that it allows Cadbury in reaching wider level of customers. It ensures
enhancement of customer base of an enterprise.
 Lower cost: An adequately planned as well as well targeting campaign of digital
marketing helps a company in reaching potential customers at a lower expenditure in
comparison to traditional methods.
 Personalization: Digital marketing is important for a company as it helps an enterprise in
evaluating data and feedback of customers. Hence, it facilitates an entity in providing
personalized products and services to customers as per their requirements.

 Tracking: Utilization of digital marketing in an organization, for example in Cadbury, to
evaluate success which is associated with promotional activities of business by analysing
data tracking, rate of conversion etc.
Social media marketing pinpoints utilization of social media platforms such as, Facebook,
Instagram, You-Tube, etc. for the purpose of connecting by wide level of customers with the
motive of promoting products, services and brand value of a firm (Nadler and McGuigan, 2018).
It includes publishment of promotion of products of Cadbury in profiles of social media,
engagement of customers, as well as analysis of results. Importance of social media marketing is
explained below in context to Cadbury:
 It helps business in getting more attention from customers and fosters activities of
building awareness. Apart from it, social media marketing boosts visibility of products
and services of an enterprises among its potential customers. Hence, it helps a company
in reaching wider level of audience by application of social media platforms.
 Another importance of social media marketing is that platforms of social media is widely
used by people in this technologically evolving global era. It enables an organization in
reaching wider level of customers at low rate of expenses and across borders of a nation.
PART 2
Examples for social media content which works for an organization along with justification of its
working:
Regular competitions are arranged by Cadbury on channels of social media where are
provided with products of Cadbury as well as tickets for world of Cadbury. It serves as a great
way of engaging customers towards an organization. Apart from it, company have developed
various series for the purpose of running campaign as well as frequent content. Apart from it,
Cadbury pertains effective approach for interacting with customers on platform of social media,
such as Facebook. It frequently responds in relation to queries of customers (Paranjape, 2018).
Similarly, on Twitter entity quicky comebacks for comments of fan and acts in a polite as well as
helpful manner in context to complaints of customers and assistance which is required by them.
In addition to it, organization is focuses on promoting its product in a frequent manner. Recently,
Cadbury initiated an marketing campaign where people are approached for suggesting different
flavour mix for making chocolates and best flavour mix is declared as a winner of the contest.

Screenshots for effective campaigns in reference to established models as well as standards of
digital marketing:
In above mentioned campaign of marketing, winner is declared to receive a trip for
factory of Cadbury and pertains a one year supple for the product named dairy milk. Further,
winner of this contest gets a chance of tasting new products firstly.

This campaign is focused on spreading a word regarding festive range of Cadbury for its
limited edition bars of chocolate as well as products for encouraging customers in context to
sharing appreciation message for an organization.
Effectiveness of social media content:
Effectiveness of social media content are described below:
 Social media ensures an organization to add value for its stakeholders in a way which is
targeted and allows a business to adequately communicate with its customers in a faster
way.
 Another effectiveness of social media content is that it allows a firm to target its
campaign communications in an incredible way. Effective campaigns of social media
provide a ensurance which is required by a company for evaluating success factor of its
marketing activities.
 Further, social media content is a cost effective method of digital marketing which is
utilised for the purpose of syndicating content and increases visibility of business.
implementation of strategies for social media which enables Cadbury in improvising
recognition of brand by engaging wider level of customers (Rao, Srivatsala and Suneetha,
2016).
 Incorporation of social media content in an organization proves to be a helpful approach
as it enables business in gaining enhanced level of opportunities for converting viewers
into potential customers of business. It ultimately helps an enterprise improving
profitability of an entity.
CONCLUSION
From the above report it can be concluded that marketing fosters buying decision of a
customers which ultimately helps a business to enhance profitability of an enterprise. Further,
marketing activities is focused towards matching of products that are offered by an entity to
needs of customers. Further, marketing mix provides effective planning, development as well as
execution of strategies in relevance to marketing which facilitates sustainability as well as
profitability of an organization. Apart from it, communication mix involve tools and techniques
which facilitates communication of an enterprise along with its potential customers. In addition
to it, social media marketing involves publishment for promotion of products and service of an

organization in context to profiles for social media, engagement of customers of a company as
well as analysing results.

REFERENCES
Books and Journal:
Backaler, J. and Shankman, P., 2018. Digital influence. Macmillan.
Hunsberger, S., 2017. The Next Era of HR: Digital Marketing. People & Strategy. 40(4). pp. 26-
31.
Liu, Y. and Zhang, T., 2019, June. Research on Digital Marketing Strategies of Fast Fashion
Clothing Brands Based on Big Data. In 2019 34rd Youth Academic Annual Conference
of Chinese Association of Automation (YAC) (pp. 552-556). IEEE.
McCorkle, D. and Payan, J., 2017. Using Twitter in the marketing and advertising classroom to
develop skills for social media marketing and personal branding. Journal of Advertising
Education. 21(1). pp. 33-43.
Nadler, A. and McGuigan, L., 2018. An impulse to exploit: The behavioral turn in data-driven
marketing. Critical Studies in Media Communication. 35(2). pp. 151-165.
Paranjape, S., 2018. Role of Digital Marketing for Developing Customer Loyalty. Sansmaran
Research Journal. pp. 1-7.
Rao, S., Srivatsala, V. and Suneetha, V., 2016. Optimizing technical ecosystem of digital
marketing. In Artificial intelligence and evolutionary computations in engineering
systems (pp. 691-703). Springer, New Delhi.
Reske, D., 2017. Digital marketing in the zone: The ultimate system for digital marketing
success. Morgan James Publishing.

INTRODUCTION
1