Marketing Essentials: Cadbury Bites New Product Launch Plan

This report provides a detailed marketing plan for Cadbury Bites, a new product launch by the multinational confectionery firm, Cadbury. It begins with an introduction to Cadbury and its global operations, followed by an overview of the basic marketing plan. The plan includes an executive summary, mission, vision, and specific objectives such as increasing sales and market share. A thorough marketing audit assesses Cadbury's strengths, like brand equity and strong distribution, and weaknesses, such as its relatively higher price point. The marketing mix strategy is elaborated, detailing the product (Cadbury Bites), pricing (economic pricing), place (extensive distribution), and promotion (social media and celebrity endorsement). Segmentation, targeting, and positioning (STP) are discussed, along with the budget allocation and monitoring and controlling methods to track the plan's effectiveness. The report concludes by emphasizing the importance of monitoring and adapting to market changes, and references academic sources to support the analysis.

MARKETING
ESSENTIALS
TASK 2

TABLE OF CONTENTS
■ INTRODUCTION
■ BASIC MARKETING PLAN
■ CONCLUSION
■ REFERENCES

INTRODUCTION
■ Marketing means creating, promoting and delivering goods and services to consumers.
Present study lays emphasis on Cadbury.
■ It is a multinational confectionery firm wholly owned by Mondelez international since
2010.
■ Its headquarter is in Uxbridge, West London and operates in more than 50 countries
worldwide.

1. Basic marketing plan
■ Marketing plan is a business tactic that outlines the various marketing strategies adopted by company.
■ Executive summary- Cadbury is one of the biggest British multinational company which is going to launch
new product “Cadbury Bytes”.
■ Mission- Mission of Cadbury is to increase the profitability of company by offering high quality chocolates
to customers.
■ Vision- Vision of Cadbury is to increase customer loyalty and satisfaction by providing them delightful
experience. It wants to become the largest provider of Cadbury Bites and to expand the network worldwide.
Objectives-
■ To increase the sale of Cadbury Bytes by 20% till the end of 2019.
■ To increase market share of Cadbury Bytes by 30% till the end of 2019.
■ To increase the network area of Cadbury Bytes by 10% worldwide.

■ Marketing audit (Evidence-based marketing plan)
Strengths of Cadbury
■ Cadbury has a high brand equity and top of the mind chocolate brand.
■ Cadbury has very successful marketing and advertising campaign.
■ Cadbury is a trusted and premium quality brand.
■ Strong distribution network and operations in US, UK, India, Australia and few other countries.
Weaknesses of Cadbury Lack of penetration.
It is a relatively high priced brand, which is turning the price conscious customer away. These
weaknesses can be overcome by strengthening the distribution network so that products can reach to
remote places.

■ Marketing mix strategy (Strategic marketing plan)
■ Product - The new product will be known as “Cadbury Bites”. It will fall into the category of waffle.
This product will offer convenience to its customers to eat it whenever they want to have something
sweet with a crunch. It would offer the product in two different flavors chocolate and strawberry.
■ Price – The price strategy that Cadbury bites use will be economic pricing .The economical price
which everyone can afford will attract the consumers more to buy it.
■ Place – The product will be available in both the places (urban and rural) as the distribution channel
is quite large. Different sales persons will be appointed so that they can distribute the product to
retailers as well as whole sellers and it can reach to almost every customer.
■ Promotion – Cadbury will promote new product through social media marketing and celebrity
endorsement.

■ STP – Segmentation for the new Cadbury bytes will be done on demographic basis.
Company will segment the consumers on basis of age.
■ Target consumers will be young adults and teenagers as organisation has analyzed the
market before delivering the product.
■ Firm will position its market by adding healthy ingredients in the Cadbury Bytes.

■ Budget- The total budget set for Cadbury Bytes is £130.
Promotion £20.00
Distribution £50.00
Rent £40.00
Other variables £20.00
Total £130.00

■ Monitoring and controlling – Activities done for promoting Cadbury Bytes plan are
kept in record to track the result of it whether useful or not.
■ The responses generated from them are helpful to monitor marketing.
■ Marketing efforts can be tested by taking feedback.
■ It increases the chances of profitability and also customer satisfaction.
■ It doesn't cost too much. Cost and quality control method will be adopted by company.

CONCLUSION
■ Monitoring and Controlling functions in marketing can be done effectively. Developing
a new marketing will lead to organisational growth.
■ Competitive strategy adopted according to changing market conditions.

REFERENCES
■ Bai, X. and Chang, J., 2015. Corporate social responsibility and firm performance: The
mediating role of marketing competence and the moderating role of market
environment. Asia Pacific Journal of Management.32(2).pp.505-530.
■ Davcik, N.S. and Sharma, P., 2016. Marketing resources, performance, and competitive
advantage: A review and future research directions. Journal of Business
Research. 69(12).pp.5547-5552.
■ Deng, X. and Xu, Y., 2017. Consumers’ responses to corporate social responsibility
initiatives: The mediating role of consumer–company identification. Journal of Business
Ethics. 142(3). pp.515-526.