Marketing Plan for Cadbury: Product Launch and Strategies Report

This report provides a detailed analysis of Cadbury's marketing strategies. It begins with an introduction to marketing principles and their application to Cadbury, a multinational confectionery company. The report then delves into the marketing mix (7Ps) as employed by Cadbury, comparing it with that of Nestle. It explores the tactics Cadbury uses to achieve its objectives, including segmentation, targeting, positioning, and promotional strategies. A significant portion of the report is dedicated to developing a marketing plan for Cadbury, specifically for launching a sugar-free chocolate product. The plan includes an executive summary, company overview, situation analysis, and proposed strategies for product, pricing, promotion, and distribution. The report concludes with a discussion of control and monitoring techniques to ensure the plan's success. The report aims to provide a comprehensive understanding of Cadbury's marketing approach and a practical marketing plan for a new product.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY 1....................................................................................................................................3
Covered in Booklet.................................................................................................................3
ACTIVITY 2....................................................................................................................................3
Marketing Mix for the organisation.......................................................................................3
Tactics applied by the organisation to achieve the objectives of the organisation ...............7
Marketing plan for the organisation.......................................................................................7
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1
.........................................................................................................................................................2

INTRODUCTION
Marketing is related to all the business activities which helps them to promote or sell
their products and services in the market by creating awareness amongst the target audience so
that they can be induced to purchase their products and services thus increasing their sales and
profitability. Marketing is related to exchange relationships with the customers and concerned
majorly with satisfying their needs and wants through continuous market research so that their
changing demands can be handled well by bringing innovative products and services in the
market. It also includes advertising, selling and delivering products to right customers, on the
right time, at right place and according to customer specifications and requirements. All the
aspects related to product development, distribution methods, sales and advertising, public
relations and customer support are all related to marketing processes in a business. For a detailed
analysis of various aspects related to marketing, Cadbury is taken. The company was formerly
known as Cadbury's and Cadbury Schweppes and is a British multi-national confectionery which
is wholly owned by Mondelez International. It has its headquarters in Uxbridge, London, UK.
In present report, key roles and responsibilities of marketing function in the context of the
company will be discussed along with their relation to marketing environment and other business
functions. Further, marketing mix and their application to marketing plans in relation to
achieving the company objectives are discussed. A marketing plan is also drawn so that the
company can introduce its new product in the market in order to increase its sales and market
base.
ACTIVITY 1
Covered in Booklet
ACTIVITY 2
Marketing Mix for the organisation
Marketing mix is a model that is used by the firms to achieve their marketing objectives.
With the growing need of aggressive marketing the marketing mix has extended as originally
there were 4Ps of marketing but now 7Ps are considered by the marketers. This tools helps the
marketing team to identify various strategies, tactics that can be used by the marketing team to

increase their sales, launch their new product or whatever is their aim (Scarborough, 2016). The
7Ps that are applied by Cadbury in their planning process are:
Strategies/ Mix Meaning Cadbury Nestle
Product A product is an offering
that an organisation
offers to satisfy the needs
and wants of the
customers which can be
a product or service. This
mix helps the marketing
department to take
various decision
regarding design of the
product, range and line
of the product, managing
the product life cycle etc.
Cadbury offers a wide
variety of products
worldwide. They have a
strong chocolate business
where their key products
are dairy milk, bournville
etc. The other products
that are offered by them
includes biscuits,
beverages, rolls, deserts,
ice-creams and many
more (Jones and Rowley,
2011).
The products of Nestle
are categorised into five
broad categories which
belongs to different
product lines such as
milk and nutrition
products, infant products,
beverages, prepared
dishes and cooking,
chocolates, vending
foods and services etc.
Price Prices is the amount that
is paid by the customers
against the goods and
services they procure.
The organisation can
determine their pricing
strategy, payment
methods, discounts that
can be offered, tactics of
pricing etc. with the help
of this pricing strategy.
The prices of the
products are directly
related with the quality of
the products. The pricing
strategy in Cadbury is
different for different
products such as for
eclairs, five star, perk
they uses economic
pricing while for the
products like dairy milk,
bournville, oreo biscuits
they uses price
skimming. To increase
The pricing strategy of
Nestle is competitive
pricing strategy. They
currently use Bundle
pricing strategy and also
keep prices high for
those goods which they
sell online as it includes
the charges of delivery.
They are also planning to
use price penetration
strategy in order to
increase their market
share (Joshi, 2012).

their sales, they use
bundle pricing during
festive seasons.
Place Place refers to the
channel that is used by
the organisation to
distribute their goods
which can be direct or
indirect. The decision in
which this mix helps are
related to market
coverage, section of
channel members,
decisions regarding
locations etc.
The products of Cadbury
are available throughout
the world because of
their big-boned channel
of distribution. This
ensures availability of
their products at almost
every location. All the
products of Cadbury are
easily available at all
general stores, tea stalls,
supermarkets etc.
Nestle sell their products
either directly to the
customers or through the
wholesalers-retailers
channel located
throughout the world.
They follows intensive
marketing strategy
through which they
includes more of retailers
with them in order to
ensure the availability of
the products at every
store.
Promotion Promotion is associated
with communicating the
offers to the customers.
It helps in taking
decisions regarding the
elements of the
promotion mix such as
advertising, direct
marketing, sales
promotion etc. also it
helps the team to
determine the message
strategy.
Cadbury uses digital
channels, ATL, BTL for
creating awareness of
their products. They
focus more on emotional
advertising which helps
them to connect with the
customers. Also such
advertisements have
influence on the intention
of the customer to buy
their products. Cadbury
uses vernacular
Nestle promotes their
goods through different
media channels. They
advertise their products
through TV and radio
advertisements. They
also use social media
advertisement as it is
comparatively cheaper
and has a large scope
because of increasing use
of internet. Also they use
traditional method of

languages and regional
accent to communicate
the message which help
them to connect and
engage their target
market.
personal selling which
help them to establish
channel with the
retailers.
People People are referred to the
human resource of the
organisation and the
customers in the target
market. This helps the
organisation in
identifying the need of
hiring and training the
right people which helps
them to deliver superior
services to the
customers.
Cadbury uses various
trainings for their
employees to make them
competent enough to
recognise and involve
their customers. They
mainly target youth and
children in comparison to
elders. But the they
promote their products
even elders get attracted
towards their products
(Rowley, 2016).
Nestle has a large work
force to whom they
provide persuasive
training which will help
their employees to
resolve the issues in
relation to the customers.
Also they have a strong
network with their
suppliers of raw material
and the retailers which
ensures the quality of the
products and services.
Process It is associated with the
system and procedure
which is used by the
business to effectively
run their business. This
strategies helps the
organisation to modify
their existing process
which improves the
efficiency of the business
(Marketing Mix, 2017).
They keep a check on all
their procedure, methods
of packaging and
distribution which helps
them to maintain their
quality. The process of
procuring raw material is
crucial in Cadbury which
they manage by keeping
records of everything
such as the required
They have installed
systems at the retail
stores on which they can
update their level of
inventory. This ensures
the availability of the
goods in theirs stores.
They collect the
feedbacks from the
customers with the aim
to identify the market

quantity and reorder level
etc.
opportunities.
Physical
Evidence
Physical evidence is
associated with the space
and the area where the
company represents to
their customers. Also it
includes the factors
which reflects the
presence of the
organisation's products
and the proofs of the
transactions.
The physical evidence
for Cadbury is the
wrappers of their
products, logo,
brochures, pamphlets etc.
They also consider the
buying behaviours of the
customers as their
physical evidence.
The colour that they use
for packaging is unique
which make their
products easily
identifiable in the stores.
This makes the
customers to easily
locate their products of
Nestle even in a busy
store.
Tactics applied by the organisation to achieve the objectives of the organisation
Tactics are the strategies that are carried out by the companies in order to achieve the
goals and objectives. Cadbury uses various marketing strategy tactics such as segmentation,
targeting and positioning, promotional and packaging strategies etc. that helps them to achieve
their goals and objectives. As they get to know the specific segment which have to cater and
accordingly they target them with the help of various advertising and promotional techniques.
They use marketing mix strategy which helps them to plan various elements such as prices,
packaging, channels which can effectively be used by them to fulfil the requirements of the
targets. Also the strategy that they can use of benchmarking which helps them to take the
competitive advantage. As in this strategy the company targets the performance of other
organisation which they consider the best in their industry. This helps them to improve the
performance of their team by setting standards for their employees on the basis of the company
they have benchmarked (Simkin and Dibb, 2013).
Marketing plan for the organisation
Marketing Plan is a document that provides various strategies that are to be followed by
the company to achieve the goals and objectives for which the plan is prepared. The marketing
plan support the organisation in conducting the research in regards to the pricing strategies,

selection of the promotion techniques product and services and the metrics which will help the
company to measures the results. The marketing plan for Cadbury is given below which will help
them to launch their new product.
Executive summary: To increases the customer base, Cadbury is planning to launch
sugar free chocolates this will help them to attract diabetic customers. For this a marketing plan
is prepared in which analysis of various situation is done and on the basis of analysis various
strategies related to product, prices, promotion are identified which will facilitate them to launch
their product efficiently. Also techniques of controlling and monitoring are decided such as
internal auditing, this will help the organisation in continuous tracking the performance.
Overview of the company: Cadbury is a second largest multinational confectionery
brand which is owned by Mondelez international. It is famous for its chocolates, cookies, Creme
egg and various other confectionery products. Cadbury has its operations in almost every part of
the world. The company offers a wide variety of products which belongs to different classes on
the basis of which they have been charged by the company. It focuses on maintaining the quality
of the products which will help them to keep their customers satisfied and brand loyal. The
advertising campaigns run by Cadbury are so strong that it easily attracts the customers and helps
them to maintain relation with them.
Vision: The vision of the company is to create brand love of people by working together
(Mondelez United Kingdom. 2019).
Mission: Their mission is to provide better quality product which is their promise to the
customers. For this they focus on continuous improvement which ensures adequate quality.
Objectives: Their objectives is to increase their sales by 5 % within 10 months with the
launch of this new product.
Situation Analysis :
 SWOT Analysis :
Strengths Weaknesses
 They have a strong brand name and
loyalty which make easier for them to
launch any new product.
 The promotion is very strong as they
target emotions of their customers
 The major weakness that is faced by the
company is of extensive market
research when they want to change or
introduce anything new.
 Their penetration towards rural markets

which establishes relations with the
customers.
 Cadbury has strong distribution channel
which is why they have global presence
to almost all the countries.
and remote places are not so strong
which is why their new product may not
be available.
 The prices of the products becomes
barrier for the company as it may not
easily be afforded by anybody.
Opportunities Threats
 Number of diabetes patients are
increasing so it will be an opportunity
for the products to gain a significant
market share.
 As customers prefers chocolates over
sweets, so it will be easy for them to
attract new customers.
 The products that they offers are well
known which is why they can easily
launch sugar free chocolates under
same category of products as an
expansion of product line.
 Customers can easily switch to other
brand as they are not brand loyal.
 This sugar free chocolates can easily be
imitated by the competitors.
 The customers may not respond
positively even after it is a sugar free
chocolate because of other ingredients.
 PEST Analysis :
Political Political factors are those through which the government can intervene in the
decision making of the company. The Cadbury is affected by the health and
safety law, employment law which are implemented by the political parties.
The launch of Sugar free chocolate will not be affected as it is a product which
does not have any adverse impact on the health of the customers especially
diabetic customers (Yadav, Khandelwal and Tripathi, 2017).
Economic Economic factors are those which are related with the interest rates, inflation
rates etc. which has direct impact on the production of the company. As the
interest rates are not fluctuating frequently this has positive impact on the

organisation as they can easily procure funds from the market.
Social Social factors are associated with the lifestyles and health of the people, taste
and preference etc. This factor will also have a positive impact on the
organisation as taste and preference of the consumers are changing and they
prefer chocolates over sweets. Also, this product targets diabetic patients so it
has a greater scope and favourable impact on the Cadbury.
Technological With change in technology organisation need to adapt such change in order to
make them efficient enough to be competitive. Cadbury is extremely quality
focused which is why they uses updated technology in their manufacturing
process due to which they are able to offer sugar free chocolate.
Strategies:
Segmentation Segmentation is an approach which helps to divide the market into
segments on the basis of characteristics of the market. Cadbury segments
its market on the basis of demographics and psychographics factors. They
consider the age, income group, lifestyles, attitudes of the employees. The
market segments they have selected for sugar free chocolates is that which
prefers premium products.
Targeting It is associated with the targeting a segments which is identified above. On
the basis of segmentation, this product of Cadbury will target those who
are suffering from diabetes.
Positioning Positioning is associated with placing the products in the market so that it
can be available to the customers. They position their product to all the
stores whether it is a general stores or a supermarket. Similarly, they can
position Sugar Free chocolates at all the store by advertising their motive
behind launching the product (Werner and Tang, 2017).
Tactics: To launch the new product successfully the tactics of marketing mix will use by
the Cadbury which will help them in detailed analysis of various strategies that they can follow:

Product Cadbury is already providing a wide variety of goods but they believe in
introducing something new and innovative from time-to-time which
provides them the competitive advantage. The product that Cadbury is
planning to launch is Sugar free chocolates with the aim to attract and
make diabetics delighted.
Price As Cadbury uses different pricing strategy for different products, for this
sugar free chocolates they will be using premium pricing strategy. They
have kept some of their brands under premium category and this product
will fall in that category which will make their customer feel more
special.
Place Products of Cadbury are available at almost all the stores whether retail
stores, general stores or supermarkets. These Sugar free chocolates will
also be available in all the stores as their all other products are available.
As their channel of distribution is robust it will be easy for them to place
their new product.
Promotion Cadbury presently advertises their products through television, digital
media etc. They focus on advertising considering the emotions of the
customers and it will be helpful for them while advertising for this
product. For sugar free chocolates they can connect to the people easily
on the grounds of emotions as they will target diabetic people. They can
advertise sugar free chocolates through social media as people are more
active on this platform.
People Cadbury is determined towards their employees and suppliers as they
know that they are the one who recognises the taste of the consumers and
deal with them. So to develop their competence they will train a team of
marketing and sales which will help them to convince the retailers and
customers (Uchino, 2018).
Process Cadbury keep a check on all their procedure which they follow in regards
to procuring raw material, supplying the finished goods to the distributors
to ensure the efficiency in their business. So this same process will be

followed by them to make their product available to the customers.
Physical Evidence The uniqueness in their packaging, wrappers, logo are the evidence for
their products. For this sugar free chocolate these will be the physical
evidence which is decided by them on the basis of the buying behaviours
of the customers.
Action plan: Action plans are the documents which helps the company to list down
various steps which they need to follow to achieve the specific objectives. It helps them to
execute the plan by identifying the resources which is required by the company to perform
various activities. Cadbury prepares this budget plan which will help them to keep their revenues
and expenditures in control. Also the cost and the revenues can be estimated with the help of this
budget. Budget can be prepared and presented before the finance department by the marketing
department on the basis of which they can take funds from them (Soe, Moritaka and Fukuda,
2015). The marketing budget that can be used by Cadbury is:
Control and monitoring: It is important for every organisation to control and monitor
their activities which will help them to achieve their targets on time. This can be done by
reviewing, tracking the performance of the project. This helps the companies to complete the
projects on time without any delays. Controlling and monitoring can be done by the company by
auditing the reports so formulated and by analysing the portion of work which is completed. This
will help them to monitor the quality of the product also it will reduce the risks related to the
wastage and possibility of derail of activities (Yan and et. al., 2019).

CONCLUSION
It is concluded from the report that for introducing a new product the company can
formulate marketing plan. This will help them to plan well in advance for the strategies, tactics
that they can undertake while implementing the plan. It is important for the organisation to
identify the target market and then position their product this helps the company to successfully
introduce the product also they use marketing mix strategies which helps them to decide upon
crucial elements such as prices, features of the products etc. It is also concluded from the above
report that the understanding of the roles and responsibilities of the marketing department is
important to understand as they are held responsible for introduction of new product. Also with
this their interrelationship with other department is also to be considered as decisions of
marketing department are influenced by them.

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