Cadbury's Marketing Mix and Competitive Environment Analysis

This report provides a comprehensive analysis of Cadbury's marketing strategies. It begins with an introduction to marketing and the marketing mix, explaining how the 7 Ps (product, price, place, promotion, process, people, and physical evidence) contribute to creating consumer value for Cadbury. The report then delves into how Cadbury utilizes marketing to gain a competitive advantage, including a SWOT analysis of its strengths, weaknesses, opportunities, and threats. Furthermore, the report examines the Ansoff Matrix and how Cadbury employs it for market penetration, market development, product development, and diversification. The role of digital marketing in enhancing Cadbury's performance and growth is also explored, focusing on the company's use of social media and other online platforms to engage consumers and build its brand. The report concludes by summarizing the key findings and emphasizing the importance of effective marketing in the success of a business like Cadbury.

INTODUCTION TO
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
What is Marketing and how marketing mix develop value of costumer....................................3
How seven Ps develop value of Cadbury....................................................................................3
How business use marketing for competitive environment using SWOT analysis....................4
Ansoff Matrix and how business use this matrix........................................................................5
Cadbury uses this Matrix to become successful.........................................................................5
Use of digital marketing to enhance performance and growth of company...............................6
Role or function of digital marketing in Cadbury.......................................................................6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing combines of several activities such as promotion, advertisement and market
research to deliver goods or services to the costumer. Through marketing activities organisation
can develop brand image in the perception of potential audience. The chosen enterprises in this
report is Cadbury. It was established by John Cadbury in 1824, this is well recognized brand of
confectionery. This report provides how 7Ps of marketing can create value to the consumer. It
includes business utilise marketing to maintain competitive advantage. This report seek SWOT
analyse and Ansoff Matrix aids company in becoming successful and contributes towards aim of
enterprise. It also look how can enhance its performance through digital marketing for future
growth of the company.
TASK
What is Marketing and how marketing mix develop value of costumer.
Marketing is a communicating process of company generate interest of potential
consumer towards its goods or services. Whereas marketing mix include seven P's such as
product, price, place, promotions, process, people and physical evidence (Wilson, 2018). With
the strategy of these marketing mix company can examine how product should be sold to the end
costumer while creating value to the consumer.
How seven Ps develop value of Cadbury
Product- The Cadbury must first of all evaluate needs and wants of the costumer to
deliver costumer value . As per costumer preferences they need to implement best product or
service strategy. Company should aims towards providing most appealing and attractive
packaging strategy of goods or services. Company can also develop costumer value by delivering
qualitative product strategy (Agüera, 2019). For example Cadbury is so attractive, they mainly
focus on attractive packaging strategy to enhance value of costumer.
Price- Company can create costumer value by providing goods or services at affordable
or reasonable price. By focusing on price strategy entity can target potential costumer and gain
competitive advantage. For example Cadbury introduce chocolates at affordable price to target
low income segment. By reasonable pricing strategy they successfully deliver costumer value.

Place- Through effective supply chain management company can improves its
distribution channels of company. Company can established availability of goods or services in
al parts of country by effective distribution channels. The easy availability of goods or services
provide value to the costumer. For example Cadbury has created costumer value in urban areas
through effective chain of supply management. They need to work upon rural areas.
Promotions- Company can attract more costumer through promotional campaigns and
advertisement, this will automatically create consumer value by using influencing promotional
strategy. For example Cadbury using influencing promotional campaigns in television,radio,
internet (Bismoand and Putra, 2019). Through these promotional strategy company create brand
value in the minds of potential audience.
Process- Company can increase costumer value by improving their efficiency and
effectiveness in the series of actions of product development, operations and delivery system to
the final consumer. The process of Cadbury is very effective as it deliver its product with perfect
quality to its end consumer.
People- Cadbury can develop its costumer value by effective after sales services. This
will increase costumer experience and satisfaction in company. They handle and mange all
complaint of consumer in polite way.
physical evidence- By utilising components of physical or virtual environment entity
can increase its costumer value as its directly linked with costumer. Cadbury established well
structured of physical evidence to generate more revenue.
How business use marketing for competitive environment using SWOT analysis.
Competitive environment is a structure in which various organisation compete among
each other using marketing through promotional, pricing strategies etc. SWOT Analysis aids in
driving internal and external elements of competitive environment.
Strength- Cadbury is top known brand, it has strong marketing and distribution channel.
Its consumers have positive mindset towards brand. They deliver variety of product range with
affordable price (Cho and Wu., 2017). Company can use its strength as opportunity to enhance
competitive advantage. They can expand their product in other market as they have strong
marketing and distribution strategy.
Weakens- In the market of rural they have lack of penetration, by effective chain of
supply it can convert into strength. Most of the population suffers health issues like diabetes. To

overcome this weakens they can provide sugar free chocolates to the costumer and convert this
weakness into its opportunity.
Opportunity- They can expand their market and varieties of product in others parts of
world by using its established brand name. They can introduce sugar free chocolates for health
conscious people.
Threat- There is no brand loyalty in market of chocolate and various competitors are
entering in this market. There is a threat of competitors that company faced in this industry.
Ansoff Matrix and how business use this matrix.
Ansoff model is the structure or technique through which company can identify strategy
of market growth about its goods or services. This help in gaining long term aim of the enterprise
(Khurramov and Fayzieva, 2020). This model provides guidance to company in expanding in
market share or product innovation. It combines of four stages market penetration, market,
product development and diversification.
Market penetration- This stage combines of selling current goods or services in existing
market.
Market development- It includes selling goods or services to new market sector by entering into
new market sector.
Product development- This combines development or modification of current goods or services
in current market.
Diversification- It involves how to enter in new market segments with brand new goods or
services.
Cadbury uses this Matrix to become successful
Cadbury mainly focus on two stages of matrix model for establishing its brand image
across the world that is market and product development.
Market development- Using this model Cadbury enhance its growth strategy. It sell its
existing goods in various new market across the globe. This will increase market share of the
enterprise and aids in gaining competitive advantage (Srivastava, 2019). They sell same product
but in the different market. Using this strategy they attract and grab attention of new potential or
target audience. It will leads towards maximum profit or generate more revenue of the company.
They successful spread their brand name across the globe. Example- Cadbury candy introduces
by them into new market development.

Product development- This is another growth strategy of Cadbury company who made
him successful. They present product modification or develop totally new goods into currenrt
market segment. Through this stage they easily grab attention and attract new costumer of
current market (Nithya, 2018). For example- Chokies and Bounville chocolate are introduces by
them which was totally new product segment in existing market. This will increase their current
costumer base and grab more new costumer in existing market. It enhance productivity and
profitability of industry.
Use of digital marketing to enhance performance and growth of company.
Digital marketing is a technique through which company can sell its goods or services
through online or digital platforms such as social media, email, website etc. There are various
types of digital marketing like email marketing, search engine optimization, social media
marketing, content marketing etc. The digital marketing help company in attracting mass
audience towards its product or services. Basically these are the online effort of company to
reach mass audience. As everyone is using internet now days so online promotions or digital
marketing help in creating more profit. Thats why every one is shifting towards online marketing
because it save time and cost of company and aids in attracting more consumer base.
Role or function of digital marketing in Cadbury.
Cadbury uses digital marketing strategies to enhance its performance and growth of the
industry. They mainly focus on social media marketing to garb the attention of internet user.
They are very expert in social media marketing through appealing campaigns in social media like
Facebook, Instagram, twitter etc. They create own series of hashtags that grab attention of
internet user. It also running their campaigns by the use of trending hashtags. They posted their
attractive content in social media account and attract more attention of target audience. They are
more active and keep their content updated. Through pages or accounts they interact with the
people and build online image in the minds of consumer. For attracting youths and children they
uses attractive set of tag lines that create unique position in the minds of consumer. Through
online they share all information about its product and services across the world. Company
evaluate purchasing behaviours or buying pattern of consumer (Samsudeen and Kaldeen, 2020).
Though these it can easily modify its product according to potential consumers. Digital
marketing helps cadbury in enhancing its performance and overall growth of the company.

CONCLUSION
From the above report it has been concluded that marketing is essential part of any
business. Marketing mix puts greater efforts in developing value of consumer that improves
overall performance of company. Through marketing strategies company can deliver its unique
selling proposition to gain competitive advantage. Digital marketing is the best form of
marketing as everyone is shifting towards digital platform and using internet. It save lots of
efforts and time of company. Marketing builds reputation of company that improve and attract
new potential audience. Through marketing efforts company can interact with the consumer in
effective way and boost sales of the company.

REFERENCES
Books and Journals
Agüera, M.D.L.S.Z., 2019. Understanding E-Marketing Strategies. In Handbook of Research on
Entrepreneurship and Marketing for Global Reach in the Digital Economy (pp. 383-
417). IGI Global.
Bismo, A. and Putra, S., 2019, August. Application of Digital Marketing (social media and email
marketing) and its Impact on Customer Engagement in Purchase Intention: a case study
at PT. Soltius Indonesia. In 2019 International Conference on Information Management
and Technology (ICIMTech) (Vol. 1, pp. 109-114). IEEE.
Cho, Y.J., Fu, P.W. and Wu, C.C., 2017. Popular research topics in marketing journals, 1995–
2014. Journal of Interactive Marketing. 40. pp.52-72.
Khurramov, O.K. and Fayzieva, S.A., 2020. The main convenience of internet marketing from
traditional marketing. Academy. (1). pp.30-32.
Nithya, N., 2018. Analyze the digital marketing techniques in search engine optimization.
IJRAR-International Journal of Research and Analytical Reviews (IJRAR). 5(3). pp.67-
74.
Samsudeen, S.N. and Kaldeen, M., 2020. Impact of digital marketing on purchase intention.
Srivastava, A., 2019. Social Media: Marketing & Branding. BPB Publications.
Wilson, A., 2018. Marketing research. Macmillan International Higher Education.