Cadbury Marketing Plan: Product Revamping and Competitive Analysis

This report provides a marketing plan executive summary focusing on brand improvement strategies for Cadbury. It highlights the use of environmental analysis tools to evaluate threats and opportunities. The plan elaborates on techniques to enhance the image and reputation of Cadbury's products and services in a competitive market. It details the company's background, the chosen product (Cadbury Crunchie) for revamping, and the competitive environment analysis using tools like PESTLE. The marketing mix and branding strategies are discussed, with a focus on improving image and reputation. The report concludes with recommendations for Cadbury to address problems and develop creative strategies, including new ingredients, packaging, and promotional tactics to capture a larger market share, while also pointing to the importance of ethical and legal considerations. The document emphasizes the importance of brand loyalty and supply chain management for economical distribution.

Marketing Plan

Executive Summary
The file highlights helps to solve the issues of brand improvement by using various strategies. It
also explains the environmental analysis tools to evaluate the threats and opportunities of
Cadbury. Moreover, it elaborates the techniques to enhance the image and reputation of product
and services in the competitive market. The information about Cadbury and its products to be
revamped by following the marketing strategies.
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Table of Contents
Executive Summary.........................................................................................................................1
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
About the company and the product which is chosen for the revamping ...............................3
The competitive environment with the help of environmental analysis ....................................5
Marketing Mix and focusing .....................................................................................................8
The branding can be enhanced with improvement in image and reputation .............................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Marketing Management helps in controlling the aspects of the market to set the desired goals of
the company. It assists in developing the strategies to generate more profit. This report is going
to examine the different ways to revamp its existing product to capture the market. The company
chosen for this report is Cadbury founded in 1824 by John Cadbury which has a wide variety of
products to offer globally. The Cadbury family were the pioneers of the good business in the
world. This report is going to measure the position of Cadbury and its product. Cadbury
Crunchie is chosen for revamping with different types of competitive external factors to
determine the opportunities and threats in marketing environment. It will help in guiding the
development of marketing strategies to understand the complexity of environment. It also
explains the situations and problems which leads to assess the capacity which is adapted to a
dynamic and uncertain future. This project will talk the suggestions and recommendations to
Cadbury which can be used to solve the problems and generate the creative skills which are
essential to develop the strategies.
MAIN BODY
About the company and the product which is chosen for the revamping
Cadbury is famous for creating the modern chocolate bar which is the leader in chocolate
worldwide. It is considered to have the largest distribution platform with the best production
range. It is a British multinational confectionery which is the second largest brand in the world. It
is currently operating in more than 50 countries globally. IT in internationally headquartered in
Uxbridge,west London. It has products like Dairy Milk chocolate, Bournville, Bubbaloo, Milk
shots, Gems, Eclairs, Celebrations, Bournvita, Cabury roses, caramilk and many others.
Cadbury has a good range of chocolates which are ideal for gifting purpose such as
Cadbury Rich Dry Fruits, Cadbury Celebrations and Cadbury Dark Milk. It has a strong
customer base with great brand loyalty, value and name. Its products are high in price because of
its quality. Cadubury's cash cows are Five star, Dairy milk, Oreo and Bournvita. Being an
intentional brand company has to consider all the factors across the different countries. Any
change in rules, regulations and tax policies can deeply affect the working of company. Any
event that causes a decline in sales or devaluation in the currency deeply affects the developing
countries such as Brazil, Argentina, Mexico, Russia, South Africa and many more. They are also
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working towards to renovate and revamp the existing products with nutritional values so that
people can enjoy their snacks without guilt. To inspire the customers to snack mindfully because
they are moving towards a healthy and a well- balanced life. Nowadays people have become
more conscious about what they eat. Specially in UK, concerned issues are related to obesity and
lifestyle diseases.
Cadbury is that brand which has a strong connection with the customer of different
countries because Cadbury has always focused on emotional marketing. It has a high degree of
customer engagement and it is a strong base on social media with millions of followers on
different platforms like Instagram, Twitter and Facebook. It launches new products and in new
tastes and flavours that customer prefers. The competitors of Cadbury are Nestle, Mars, Hershey,
Lindt, Dove and Ferrero. Moreover, it has a range of exclusive product which deals in
competitors do not have.
The product chosen for revamping is Cadbury crunchie which is a chunky bar with a
mixture of honeycomb and thick Cadbury milk. It's champagne-flavoured bar was mainly
launched for the occasion of new year. It is widely available in Canada, Ireland, United
Kingdom, New Zealand,India, South Africa.
Cadbury crunchie which is considered for revamping because the given product can
improve in terms of ingredients, design and attractiveness. Therefore, the firm can take new
advancement within the specific product in order to enlarge its attractiveness in the market
environment. The idea for revamping the product is that new ingredients that is by adding soft
vanilla flavour filling with crunch of crisped rice flour, tree nuts blended with hazelnuts and any
fruit flavour like grapefruit, orange, lemon, pomegranates, pineapple and lime also will be
blended in order to upgrade the sense of taste. The taste buds of chocolate lovers will be satisfied
by the new combination of this new crunchy and flavourful chocolate .
Currently, the product is designed in a single-serve bar about one inch wide about seven
inches long. It's packaging style can also be changed by using metallized paper which is suitable
for the direct contact of chocolates because it is ideal for packaging that can be easily recycled,
eco-friendly and yet also provides eye-catching, high-quality looks, with glossy and premium
quality (Vernuccio, Patrizi and Pastore 2020).
The product will now come in pink and blue wrapper in which hazel nuts will be pouring out of
the bar. The main reason behind this modification is the fact that packaging serves a major role
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in enhancing the attractiveness of a revamped product. Hence, this particular revamping strategy
will improve the overall features of the specific product chosen for the modification. By having
an eye-catching packaging design for a product so that it can stand apart from the crowded
shelves. It is also important to study the competition the way the other competitors signify their
products and market. On pack messaging, structural design, and the material used with the
packaging colours. FMCG products should have a high level of durability and long-last
packaging. A damaged packaging at any time of sales can have a negative impact on the image
of brand or customer will see the brand as a brand of cheap quality. Placing of products is
recommanded to physically place the products on shelves which are next to the competitor's item
in the same product category ( Terech, 2018).
The competitive environment with the help of environmental analysis
Cadbury retailed handmade cocoa and drinking chocolate were produced by the company
The external forces helps in analysing the five different dimensions to determine the viability of
the company and mainly how it formulates the strategies for the company (Westwood,2019).
 Competition in the industry- It is quite high because many companies are competing
against Cadbury and planning to rule the market. Competitors are continuously
developing their products like Hershey's, Ferreo, Nestle and many more. Rivalry will
always be strong among the companies which are selling the same types of products and
the products are same in some aspects (Wordsworth,2018).
 Potential of new entrants into the industry- It is quite low because the entry of new
entrants into this industry is quite difficult as there are many other companies which are
already well established within the market such as Nestle, Kraft, Hershey's, Mars and
Lindt which makes the barrier for the entry of new company to start and attract the loyal
audience of Cadbury by more attractive options, products, prices and marketing
techniques ( Schenkelberg, 2020).
 Power of suppliers- It is quite low because Cadbury has positive relationships with the
suppliers of all over the world. It has a large purchasing power and Cadbury has the main
power over its suppliers because the company can buy raw material at cheap rates and
more in bulk than a medium sized business could.
 Power of customers- It is moderate to high because the buyers of Cadbury are all over
the world and they are in billions. But the problem is that the competitors are providing
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the products in lower price. Cadbury has to be very aware about setting the price to keep
the customers satisfied (Pearson , 2018).
 Threat of substitute products- It is moderate because supermarkets tend to copy the
main products. In confectionery brand the main threat is of substitution they tend to copy
the products of Cadbury and provide their own products on shelves in low prices.
It is not easy to overcome the popularity of Cadbury as it is a well-established firm with
customers all over the whole world. The brand loyalty should be maintained and supply chain
management is important for economical distribution (Mousa, Mahgoub and Hussein, 2018).
The PESTLE Analysis of Cadbury helps in examining the various external factors such as
political, economic, social, technology,legal and environmental factors which creates a major
impact on the on the brand of business . It is a framework which allows to understand the market
dynamics to improve the business continulosy. The various factors are explained below-
 Political Factors- The company is operating globally so,the employment of new tariffs,
trade barriers can be a kind of restriction on the sale of it products. If there is any change
in the tax policies may not be favourable always, it can also have negative impact on the
company. The new law created by the President in the United States known as USMCA
can also create a period of tension for the growth of the company. The imposition of
taxes is also an factor in the political factor if there is any increase in taxes will directly
lead to higher chocolate prices and lower sales (Marshall, 2018).
 Economic Factors- Any devaluation in the currency mainly in developing countries like
South Africa, Brazil, Argentina, Russia, Mexico, Russia and many others leads to affect
the sales and profit of the company. The cost-conscious environment has led Cadbury to
focus on new recipes and smaller product to elevate production and ingredient cost. The
recession period hit the sales to decline and any inflation went up or down would affect
the price and profit accordingly. If the labour cost in country is high and Cadbury plans
on having a manufacturing unit in that country, Cadbury will face high product costs.
Moreover, if unemployment was high then people will have less money to spend on
chocolates and again their profit would decrease.
 Social Factors- The sales of Cadbury can be affected because many nutritionists
recommend people to consumer chocolates and candies. There are issues such as rising
the case of obesity in children and adults. Cadbury has to alter its ingredients accordingly
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to sell their products in the market as per customer's culture and norms. The awareness
for obesity is increasing in a lot of countries, which will directly lead to decrease of sales
for Cadbury products. If Cadbury is entering into Muslim country then Cadbury has to
alter its ingredients as per the choice in order to sell their products in the market because
alcohol is illegal ( Kotler and et.al., 2018).
 Technological Factors- Technological factors has changed the whole production of
Cadbury with the help of different social media sites it helps to keep the customers
updated. Website also allows the customers to interact with the company. When the
customers use technology or any online platform to interact with Cadbury due to better
communication the public image of the company will be enhanced (Hou, Wang and
Luo , 2020).
 Legal Factors- The legal factors have two sides that is external and internal sides. In a
country, certain laws have an impact on the business environment for example antitrust
law, health, safety law, employment laws , discrimination law, consumer protection,
industry specific regulation and regulatory bodies. These laws have significant influence
over the Cadbury and its brand as the company needs to make sure that laws are being
compiled and followed in order to maintain its existence in the market and to stay safe
from penalties or legal charges. The specific laws which Cadbury needs to be well
focused on are the food safety laws and health and safety laws. These regulations assist
the company to produce ethically and as per the regulations in order to keep their quality
standards well maintained (Grassi, and Vallati, 2019).
 Environmental Factors- Every brand requires a well-developed environmental image in
the market and company can try to invest in environment friendly processes. Further, it
can support the farmers who grow the cocoa beans to ensure that this is carried out
sustainable. Nowadays, customers are aware about the issues of the environment so,
Cadbury can adopt environmental friendly techniques to maintain their brand image. The
company now also have to use the waste management and recycling techniques as well
(Corban, 2019).
Opportunities and threats that can impact on Cadbury
Opportunities and threats of Cadbury assists to analyse the brand by its opportunities and threats
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The brand like Cadbury has much opportunities and few threats. Opportunities and threats that
can impact on Cadbury are explained below-
Opportunities
 Customers have a sweet tooth and they
like to try new flavours of chocolate
products then , the revamped product
will be successful for the company.
 It can also expand to the new rural
market as it already has its presence in
the foreign market. It just needs to
expand in the rural market. Acquiring
competition can boost the market
dominance of Cadbury. Moreover, the
diversification of product range into
related food segments.
Threats
 As the health awareness is on rise,
many people have shifted to healthy
fruit juice and fruits as well. Many
articles have been seen in the
newspaper and blogs that spread the
advantages of remaining healthy. Many
families are avoiding to offer their kids
chocolates. Health conscious people
can reduce the intake of chocolates
which can be a loss for Cadbury.
 Change in government rules and
regulations can also affect the operating
of the Cadbury. Higher competition
from the local and international brands
can directly affect the Cadbury's market
share.
Marketing Mix and focusing
The four Ps were designed at that time where the businesses likely to sell products rather than
services. It helps the company to review and specify the main issues that affect the marketing of
its products. Cadbury is a global leading chocolate brand which produces a variety of chocolate
and other goods which are offered in a number of nation across the world. Under this head the
marketing mix will be analysed of Cadbury that is product, price, place and promotion are
explained below-
 Product- Cadbury offers a wide range of products in different countries on the basis of
the presence of it competitors, production cost, demographic considerations, and demand
volatility. The different types of products are Dairy Milk, Oreo, Eclairs, 5 Star and many
more. Globally, the brand is famous for the 'Creme Eggs' an Easter festival delight and
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the main dairy milk which has been running for years but continue to lead the market to
satisfy the customers. Our modified product is Cadbury crunchie which can be a hit
product as it came with new features.
 Price- It has mix range of products like the prices of Bournville is high while the some
has price like Five star, Eclairs, Perk. Health drinks like Bournvita are also priced after
keeping the targeted customers in the mind. The company has already placed the price of
the products so that all the targeted segments can be met. Constant marketing of the
product have made sure that they reach to the people with choices and as per their taste
buds. The price of Cadbury crunchie should be as per the pocket of buyers in the initial
stage to capture the large audience ( Cadbury and Cadbury 2018)( Chernev, 2020)
 Place- The company's products are globally available to capture the audience to make its
distribution network strong. The company's presence in both the regions that is urban and
rural aids in the growth of the company. The place of distribution is also play a main role
in the success of the company. For introducing modified product place of distribution
should be considered to expand.
 Promotion- It is directly linked to sales because the sales of the product is mostly related
to the promotional activities done by the company. Cadbury keeps an eye on the
emotional advertising campaigns to connect with the target audience. It uses festival
based ads and in regional language in order to connect more with the audience. Such ads
can also help the revamped product to create a impact on the sales. Moreover, for a
modified product collaborating with the celebrities can also be a good promotional
activity to influence the sales.
The branding can be enhanced with improvement in image and reputation
Branding is one of the main tool to build a strong image which will help in connecting to new
customers, encouraging loyalty and retaining the old one. Various ways are as follows-
 Use of the influencer marketing- Nowadays, influencer marketing is a necessity to
target mainly the new younger consumers. This allows the company to attract more
customer and loyal base which allows to build the trust and relationships with their fans.
People follow and respect their recommendations and content. When an influencer shares
their content the company can get the attention of the audience to put the message in front
of an actively engaged audience (Altobelli and Sander, 2018).
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 Research- Doing research work can create awareness through multiple strategies like
advertising, blog posting, referral marketing and sharing infographic media which can
help to reinforce the name of brand with the help of gathered market data through
research to make the brand more efficient.
The image of the product can be improved with the help of branding it can be done by various
methods one of them is by providing free samples in the underprivileged sections of the society
that can be counted in the CSR activity. The company can launch various programs and initiative
through a well managed campaign wherein the underprivileged sections will be provided with
free samples of the modified product. The aim behind the campaign will be to share happiness
and joy among all the sections of the society (Budnitsky and Jia 2018).
CONCLUSION
From the above report it can be concluded that every business needs a marketing plan which help
s in elevating the sales of the company. Such plans make the sales easier for any business.
Marketing plan is essential to decide how the company can sell its products or services to its
existing customers which focuses to revamp the products to satisfy the loyal customer base. It
also explained the external forces on the basis of threats and opportunities which are need to be
taken care of to generate revenue and enhance the overall feature of the product to compete in
the market . This report also analysed the marketing mix of the chosen company to perfrom
better globally in the market.
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REFERENCES
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Budnitsky, S. and Jia, L., 2018. Branding Internet sovereignty: Digital media and the Chinese–
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Cadbury, G.S. and Cadbury, B., 2018. Young Offenders: yesterday and to-day. Routledge.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Corban, H., Mirza, I., Cavanaugh, A. and Yamamoto, M., 2019. Energy Storage Technology
Analysis using PESTLE.
Grassi, A. and Vallati, M., 2019, May. AI to Facilitate Legal Analysis in the PESTLE Context.
In Proceedings of the 2019 Emerging Technology Conference. University of
Huddersfield.
Hou, J., Wang, C. and Luo, S., 2020. How to improve the competiveness of distributed energy
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Change, 151, p.119744.
Kotler, P., Makens, J.C., Bowen, J.T. and Baloglu, S., 2018. Marketing for hospitality and
tourism. Pearson Education.
Marshall, S.J., 2018. Strategic Planning as Sense-Making. In Shaping the University of the
Future (pp. 413-436). Springer, Singapore.
Mousa, A., Mahgoub, M. and Hussein, M., 2018. Lightweight concrete in America: presence and
challenges. Sustainable Production and Consumption, 15, pp.131-144.
Pearson, D.S., 2018. A social media roadmap—tips on developing a content marketing plan for a
hospital library. Journal of Hospital Librarianship, 18(2), pp.168-177.
Schenkelberg, S., 2020. The Cadbury Schweppes judgment and its implications on profit shifting
activities within Europe. International Tax and Public Finance, 27(1), pp.1-31.
Terech, A., 2018. An introduction to marketing and branding. Generations, 42(1), pp.45-49.
Vernuccio, M., Patrizi, M. and Pastore, A., 2020. Developing voice-based branding: insights
from the Mercedes case. Journal of Product & Brand Management.
Westwood, J., 2019. How to write a marketing plan: define your strategy, plan effectively and
reach your marketing goals (Vol. 152). Kogan Page Publishers.
Wordsworth, D., 2018. A History of Cadbury. Pen and Sword.
(Altobelli and Sander, 2018)(Budnitsky and Jia 2018)( Cadbury and Cadbury 2018)( Chernev,
2020)(Corban, 2019)(Grassi, and Vallati, 2019)(Hou, Wang and Luo , 2020)( Kotler
and et.al., 2018)(Marshall, 2018)(Mousa, Mahgoub and Hussein, 2018)(Pearson , 2018)
( Schenkelberg, 2020)( Terech, 2018)(Vernuccio, Patrizi and Pastore 2020)
(Westwood,2019)(Wordsworth,2018)
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