Cadbury Marketing Plan: Strategies and Analysis for Success

This report presents a comprehensive marketing plan for Cadbury, a global confectionery brand. It begins with an introduction to the importance of marketing and Cadbury's background. The report includes a situational analysis with SWOT and PESTLE analyses to identify the company's strengths, weaknesses, opportunities, and threats, as well as the political, economic, social, and technological factors influencing its operations. A basic marketing plan is developed, including marketing objectives, a marketing mix strategy focusing on product, price, segmentation, targeting, and positioning. A marketing budget is proposed, along with monitoring and controlling mechanisms like customer feedback. The conclusion emphasizes the role of marketing in identifying consumer needs, building brand image, increasing profitability, and gaining a competitive advantage. References for the report are also included.

Marketing essential

 Study will explain importance of marketing
 study will prepare marketing plan.
INTRODUCTION

 In the year 1824, John Cadbury started selling coffee, tea and drinking
chocolate in Bull street in Birmingham, England. In 1831 he began the
production of a variety of drinking and cocoa chocolates, manufactured in
a factor in Bridge street and sold mainly to the higher income level due to
high cost of production. It is second largest confectionery brand all around
the world after Mars.
Company’s Background

 Marketing helps in reaching to mass audience and promoting the brand at
global level.
 Marketing supports in generating more sales and developing healthy
relationship with consumers.
Value of marketing

Marketing objective
 To increase sales of fruit & nuts chocolate by 30% till the end of 2019
 To increase number of consumers by 20% within 6 month.
A basic marketing plan for Cadbury

SWOT Cadbury
Strength  The strength of Cadbury is that it has global
presence
 . loyal and strong customer base.
Weakness  old design and technology at their workplace.
 Poor investment strategies
Opportunity  Technological advancement is the big
opportunity for the firm (Bahadir, Bharadwaj
and Srivastava, 2015).
 Increasing demand of light chocolate products
Threats  Changes in government rules and regulations
 Changing consumers demand
Situational analysis

 Political factor:- Political factor impact on Cadbury, political stability of
government creates positive situation for firm because entity can run its
operations in smooth manner. On other hand if there is instable
government then trade law will get influenced that would affect operations
of the firm (Festa and et.al., 2016).
 Economic factor:- Economic factor plays a vital role in the success of
Cadbury.. If there is inflation then it will affect purchasing power of
consumers. In such condition sales will get negatively affected. On other
hand if there is good employment rate then people will be able to spend
money on buying such products
PEST analysis

 Social factor:- Its important to analyse the social values, preferences of
buyers etc by Cadbury. Social factors are the social trends, lifestyle
changes which affect the organisation performance. The changes of the
taste and preference of the customers can affect the sales.
 Technological factor:- Technological advancement gives an opportunity
to adopt the new techniques and improve quality of operations. New
changes increase the value of the brand and gives opportunities to make
connection with mass audience
CONTINUE

 Product:- Cadbury will add new features in its nut chocolate
(Massingham and Pomering, 2017). It will add new flavour in this
chocolate in order to gain attention of kids.
 Price:- In order to market its nut chocolate enterprise will adopt
discounting pricing strategy. The pricing strategy of the Cadbury is
specifically contains the price images and price point which is
economically suitable for the customers and give them satisfaction. The
aim of the pricing strategy is to maximize the profit and increase the sales
volume of the organisation in the market.
Marketing mix strategy

 Segmentation is a way to target the customers, product and service of the
Cadbury. Demographic segmentation is one of the segmentation which
target the customers according to their age.
 Differentiated Targeting strategy will be used by Cadbury. This will
support in reaching to mass audience and targeting right people.
 Cost positioning strategy will be used by firm.
Segmentation Targeting Positioning

 In order to promote the products in the market, local as well international it is very essential for Cadbury to develop an
effective marketing budget. A Budget helps in managing and allocating financial resources in the best way possible, a
marketing budget consists amount used for different advertising techniques or methods such as Event, Online marketing,
Video advertisement etc. An example for Marketing budget is illustrated below –
Marketing Budget

 Feedback:- It is a powerful tool that will be used by Cadbury, by this way
firm will be able to receive feedback about products. This is the best way
through which enterprise will be able to rack its progress and would be able
to make necessary changes in its marketing planning process.
 Customers gives opinions and values for the fruit & nuts chocolate whether
they like it or not and it is very necessary for the organisation to have
feedback of the consumers.
 From feedback firm can identify needs of buyers and can offer them
satisfactory goods and services (Bahadir, Bharadwaj and Srivastava, 2015).
Monitoring and Controlling