Cadbury Marketing Plan: Analysis of Mix and Implementation

This report provides a comprehensive analysis of Cadbury's marketing strategies, including an overview of the company, its vision and mission, and a detailed examination of its marketing mix using the 7Ps framework, comparing it with Nestle. It further explores the STP (Segmentation, Targeting, and Positioning) approach employed by Cadbury, along with a SWOT analysis to identify the company's strengths, weaknesses, opportunities, and threats. The report highlights Cadbury's promotional strategies, pricing tactics, and distribution channels, emphasizing the importance of customer satisfaction and brand loyalty. It concludes by underscoring the significance of an effective marketing plan for achieving organizational objectives and maintaining a competitive edge in the confectionery market. Desklib offers additional solved assignments and study resources for further learning.

Marketing Essential

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Covered in PPT............................................................................................................................3
TASK 2............................................................................................................................................3
P3. Marketing Mix with comparison of different organizations.................................................3
TASK 3............................................................................................................................................9
P4. Basic marketing plan for Cadbury.........................................................................................9
CONCLUSION..............................................................................................................................12
REFERNCES:................................................................................................................................13
Books and Journals:...................................................................................................................13

INTRODUCTION
Marketing can be understood as a crucial tool which includes understanding of the
market, tastes and preferences of customers, customer driven strategies, improving profitable
relations and cater the quality among the consumers. In the current scenario, the importance of
marketing has been increasing day by day. Most of the organisations are concerned about
customer relationships with their brand and they put every possible effort to satisfy them with
innovative approach and use appropriate marketing strategies in their respective business (Azeez
and Et.al., 2021). Cadbury has been taken in this report which is known as the second largest
confectionery brand in UK. It is a British multinational confectionery brand which was
introduced by John Cadbury in 1824. The brand is highly famous for their speciality in
chocolates, Rose selection boxes and so on. The report includes many topics marketing roles and
functions, interrelationship with functional departments in the company. It also includes
marketing mix and marketing plan.
TASK 1
Covered in PPT
TASK 2
P3. Marketing Mix with comparison of different organizations.
In general terms, marketing mix is practiced by marketing managers to understand the
current situation of market and produce marketing plan accordingly. Originally, the 7P's are
identified by the company which mainly includes price, product, place and promotion and lately
progressing strategic role of marketing, it was deliberated to involve with other aspects which
outlines process, people and physical evidence in order to accomplishing the long-term
objectives of a company (Hung, 2020). In case of Cadbury, marketing mix is consisting set of
strategies which supports to produce an organisational value in the marketplace. There is
significant interrelationship between each and every component of marketing mix. The
organisational success depends on the effectiveness of 7P's:

From the above image, it is clear that marketing mix is consist with seven elements which
are place, promotion, product, price, people, process and physical evidence. All the elements
significantly comprehend by the company in order to make effective marketing strategies and
plan which support to gain competitive benefits and objectives of Cadbury (Jarin). It can be
better understood with the help of following table in which two companies use marketing mix to
achieve their aims:
Components Cadbury Nestle
Product Cadbury is one of the popular
brand which is known for its
varieties of products. They
classified and varied their
products and services
according to the season and
sales in every country (Lee
and Day, 2019). Cadbury is
not only known for its
chocolates but they have lots
The Nestle is one of the
popular brand which deals in
confectionery line. It offers
hard competition to the
Cadbury company. It is
studied that the respective
brand is also produce in a
very effective way that they
have similar range of
products which the Cadbury

of varieties in desserts and
other beverages. Cadbury is
always focused and offer
their services and product
according to the needs of
demographic areas. Cadbury
has varieties of products such
as bournvita, Cadbury 5 star,
dairy milk fruit and nut,
Cadbury dairy milk, Oreo,
caramel and many more.
offer to their customers.
Along with this, Nestle has
less brand values and market
share in comparison with
Cadbury (Marciszewska and
Marciszewski, 2021). Nestle
is highly known for their
particular product in the
international market which is
Nescafe coffee. Apart from
this, Nestle has more varieties
of beverages than their
chocolates. Chocolates which
are offered by Nestle are
munch, milky bar, KitKat,
Polo and so on. Also, Nestle
has few products that
captures large market area
that are Nestle milkmaid and
Maggi.
Price As discussed earlier, the
brand has lots of variety in
chocolate segment so their
strategies for prices are also
different. They have different
price range based on their
type of customers. Cadbury
has a range in their products
which have high prices such
as bournville but on the other
side, they also have products
Nestle has very high range in
their most of the products.
With such cause, their
competition covers larger
area in the market and the
number of sales is also low.
Nestle never compromise
with their quality in products
and services so they set their
prices accordingly in the
market. Most popular and

at the affordable prices in
order to satisfy the demands
of all customers. Low range
products are eclairs, perk, 5
star and many more. In case
of Cadbury, the pricing
strategy is also depends on
the competition, packages
and demand (Mejía-Trejo,
2021). Hence, the company
has delicately place their
prices to their offerings so
that they can attract all types
of customers.
deliverable product that is
Nescafe coffee has a very
high prices which illustrates
their quality and taste in the
product and ultimately this
becomes the reason of
customer’s attraction.
Promotion Cadbury never compromise
with their promotion
techniques so that they use an
extensive and unique range of
promoting their goods and
services in the market. The
promotional strategy is done
through online, radio,
television, posters, newspaper
and many more through
which an organisation convey
information about their goods
and services to the target
people and create awareness
about their offers. Cadbury
also utilizes different types of
taglines which deals with
This brand is also use
different promotional tools
such as billboards, TV
commercials, newspapers,
posters and many more. Apart
from this, they also attract
their customers in a unique
way by promoting their
offerings with some tune that
catches customer’s emotion.

their brand and target on their
customer’s emotions that how
their chocolates can add value
to their day to day lives with
joy.
People Human resource drive the
success in the organisation. In
case of Cadbury, they always
focus on their employees by
providing them effective
training and development
programs which help them to
build inner capabilities in
order to work efficiently. It
also supports to solve
problems and manufacturing
the chocolates or other
products at a very smooth
rate.
This brand concentrates on
selecting their employees
who have talent and skills
which can be utilized in their
manufacturing process
(Molson, 2019). This make
their work goes smoothly and
without any obstacle. To
retain their employees in the
organisation They organized
different reward and
recognition programs. Also,
they provide effective
training system to make their
services better.
Place Cadbury delivers their
products and services
throughout the world and has
made a significant impact in
the national and international
market because of their
distribution channels. They
deliver their offerings both in
rural and urban areas.
Cadbury is highly known in
international market which
European markets are their
main targets through which
they gain more profits. They
also deliver their offerings in
other nations. Nestle has low
generated income and sales in
comparison with Cadbury.

covers 200 or more countries
and ensures about their
distribution modes that their
offerings reach to the target
consumers. Apart from this,
the company is also utilizes
E-Commerce business which
considerably enhance their
online sales (Saura, 2020).
With innovative methods
such as gifting or door step
deliveries allows to grow.
Process It is studied that the Cadbury
has a very resourceful process
that they have no worry about
the manufacturing burden or
pressure. Cadbury
manufactures their products
in a huge quantity and after
manufacturing they distribute
among wholesalers for the
selling objectives and tried to
make every possible way to
reach their consumer
Nestle is always customer
oriented and have a major
concern to satisfy them. They
use mainly customer oriented
strategies for their process
that helps to increase their
customer base and maintain
their loyalty towards brand. It
also helps to analyze their
needs and wants in order to
decide their effective process.
Physical Evidence Cadbury is concentrates on
their packaging and design of
their goods in order to attract
target customers. They are
more focused to use different
forms of packaging as per the
seasons and festivals. There
This company is also make an
investment into their products
packaging. But it is found
that it is not that effective in
comparison with Cadbury.
They are more focused on to
offer best ambience to their

are many physical evidences
which signifies their
determination in packaging.
Along with this, they are also
utilized different tactics to
attract more number of
customers with their design.
potential customers so that
they purchase by seeing
packagings.
TASK 3
P4. Basic marketing plan for Cadbury.
Marketing plan can be understood as an operational document of any organisation that
determines the advertising strategies to generate leads and accomplishing organisational
objectives and targets (Shabbir and Et.al., 2020). It also determines the potentiality of a company
in order to satisfy the needs and wants of consumer. As mentioned earlier, marketing is very
essential which helps a brand to promote their products and services to the market place through
advertisement, brand promotion, mouth publicity and many more. If an organisation doesn't have
effective marketing plan, then it hardly gets their objectives and goals accomplished. The
following is the marketing plan of Cadbury:
 Company overview: Cadbury is the second largest confectionery company in UK. The
headquarter of the company is in Uxbridge, UK. In more than 50 countries, Cadbury has
allocated their business operations. It has their specialty in chocolate products which
includes bar, candies and so on. Also, it has been identified that the company has grown
over the past few years due to delivering high quality products to the consumers.
 Vision and Mission: Cadbury’s vision is to create a brand which is popularly known for
its high quality products and offering varieties of products which increases competitive
benefits. The mission of the Cadbury is to offer great taste and outstanding flavor in their
chocolates.
 STP approach: STP approach produce a model of classification of target customers to
satisfy their wants. In case of Cadbury, it contains segmentation, targeting and
positioning which are mentioned below:

Segmentation Targeting Positioning
Segmentation refers to the
classification of target
customers as per their beliefs,
taste and preferences, culture,
attitudes and many more
which signifies their changing
attitude towards buying. It is
very significant to the
company to make clear
targets on their consumers so
that it will be helpful to adopt
their strategy accordingly. In
case of Cadbury, the target
customer are based on
demographic factors.
This process of STP approach
consists targeting on the left
out markets and make
appropriate tactics to cover
them. Targeting the market
appropriately is very vital to
the company as their
consumers are concerned
about their product’s quality.
In case of Cadbury, they
target their consumers on the
basis of the age group and
make every possible way to
satisfy.
STP approach consists the
positioning of Cadbury into
the target market. The
company utilizes every
marketing tool to be
identified by their customers
through different ways of
communication such as
advertisement and other
promotional tools.
 SWOT analysis: SWOT analysis helps an organisation to examine internal factors that
influences the business environment. In case of Cadbury, they signifies the strong and
weak points of company that avoid opportunities and cause threats:
Strengths Weaknesses Opportunities Threats
 The brand
expands their
business at
multinational
level and has
a strong
image of their
brand in the
market (Thow
 Sometimes
when demand
increases, the
company is
not able to
fulfill and
results is in
products
shortage.
 China and
Asia are the
emerging
markets
through which
they can take
benefits to
generate their
income and it
 Day by day, it
is becoming
the major
concern about
consumer’s
health. For the
company, it is
threat as their
chocolates

and Et.al.,
2021).
 Cadbury
achieves
strong
competitive
benefits with
an
approachable
products
quality that no
competitor
can offer.
 Due to
product
shortage,
Cadbury
comes in the
contact of
harmful
elements
where they
attempted an
allegations of
enzymes and
bacteria into
their many
products.
will be very
helpful to
increase their
sales as well.
 As it is a
multinational
brand it is
very
important to
deliver
products with
varieties of
range and for
such they can
take
advantage of
latest
technology
into their
production
system.
and other
products are
contaminated
with sugar
which could
affect the
demands of
consumers.
 Identification of target persons: Cadbury targeted their consumers based on
demographic factors. As the company has a wide range in the confectionery segment they
target higher section of community and for that purpose they are required to take help of
technical proficiency who could keep eye on social media advertisements and
competitions (Jambulingam, 2018).
 Marketing goals: It includes SMART objectives of Cadbury which are mentioned
below:
Specific Measurable Attainable Realistic Time-bound

The specific aim
of Cadbury is to
make a brand
that cannot be
compete by
oppositions.
They use
product
diversification in
to large target
market.
Balanced
scorecard and
KPI techniques
will be used to
measure results
which helps to
understand the
strategies is
appropriate or
not (Costa and
Seabra, 2021).
To make brand
engagement into
different
markets.
Product
diversification
will be less
complex as a
brand has a very
good financial
capabilities and
customer base.
More time will
be taken to
measure success.
Measure and success: Balanced scorecards and KPI indicators is used to measure formulated
plans.
CONCLUSION
It is summarized that marketing is very important for every organisation to achieve their
objectives. Marketing function has different roles and responsibilities to achieve predetermine
targets. Marketing mix includes 7 P’s which is essential to evaluate what the company wants to
create in the market.