University of Suffolk BABS: A Strategic Marketing Plan for Cadbury

This marketing plan focuses on revitalizing Cadbury products, specifically Cadbury Shots, by incorporating new ingredients like caramel and nut crunches and redesigning the packaging to enhance attractiveness. The report includes a competitive environmental analysis using PESTLE and SWOT to identify opportunities and threats. It also examines the marketing mix (product, price, place, promotion) and strategies to improve branding and enhance the product's image in a competitive market. The plan aims to address issues in quality management and capitalize on opportunities such as new tastes and rural market expansion while mitigating threats like health awareness and declining festival importance. This detailed plan is designed to guide the development and execution of marketing strategies to improve Cadbury's market position.

Marketing Plan

Executive Summary
The file highlights the information about Cadbury and its products to be revamped by following
the marketing strategies. It also explains the environmental analysis tools to identify the
threats and opportunities of Cadbury. It also explains the techniques to enhance the image
and reputation of product and services in the competitive market.

Table of Contents
Executive Summary.........................................................................................................................2
Introduction .....................................................................................................................................2
BODY..............................................................................................................................................2
Description of Cadbury and the product line that is required to be revamped ...............................2
Competitive organisational environment by applying environmental by applying
environmental analysis tool to identify the opportunities and threats that may impact on
Cadbury-.................................................................................................................................3
Marketing Mix of Cadbury.....................................................................................................5
Cadbury can improve the branding and enhance the image of the product. Analyse the impact
of the positioning of the brand ...............................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
Books and Journals..........................................................................................................................9
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Introduction
This report is going to evaluate the position of Cadbury and its product Cadbury
shots are chosen for revamping with different competitive external factors to identify the
opportunities and threats in marketing to guide the development and execution of marketing
strategies to understand the complexity of environment. With the issues faced by Cadbury to
improve its branding position to enhance the image and reputation of product or service. With a
proper marketing plan which enables company to identify the market to reach out to the targeted
audience and set goals as per marketing activities. In this report, Cadbury shots are revamped
with Cadbury caramel and nut crunches with new twist of change in size, texture and taste that
will enhance the overall features of the product.
BODY
Description of Cadbury and the product line that is required to be revamped
Cadbury is one of the renowned and most celebrated confectionery enterprise across the
globe. The concerned business firm was incorporated by the contribution of John Cadbury in the
year 1824 in Birmingham, United Kingdom. The firm is known for its delicious offerings such as
chocolates, sweet candies, gums etc. among the customers. In 2021, the company attained a key
benchmark by manufacturing and producing 58000 tons of chocolate offering within a year. This
depicts the productivity and elevation capacity of the firm in context to the global market.
Cadbury can be characterized as the biggest market leader within the worldwide confectionery
industry which receive loads of love from its customer. The brand loyalty of the firm is highly
impeccable as well. This further drives the firm to come up with the new and exciting offering
now and then so as to satisfy the customers in the best possible manner.
In context to the present study, the Cadbury Shots offered by the company within the
target market is taken into consideration for revamping. The reason for the same is that the given
product is very basic in terms of design, ingredients and attractiveness. Therefore, the firm can
lead major advancement within the specific product in order to amplify its attractiveness within
the given market environment. The idea for revamping the product is that new ingredients i.e.
caramel and nut crunches will be emulsified in the shots in order to elevate sense of taste of the
same. The rich and creamy caramel will satisfy the taste buds of the chocolate lovers in a
satisfactory mannerism. Currently, the product is designed in small sized circular brown balls.
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While revamping the product, the size of the shots will be increased to medium and the colour of
the Cadbury Shots will also be revised to off white due to the texture of caramel. In addition to
this, the packaging of the product will be modified as well. The product will now come in a blue
wrapper in which caramel and nuts will be pouring out of the shots. The perspective behind this
modification is the fact that packaging facilitates a major role in enhancing the attractiveness of a
particular product/service. Hence, this particular revamping strategy will facilitate necessary and
much needed raise in the overall features and attributes of the specific product chosen for the
modification (Salehzadeh, Jamkhaneh and Doosti, 2019).
Competitive organisational environment by applying environmental by applying
environmental analysis tool to identify the opportunities and threats that may impact
on Cadbury-
PESTLE Analysis stands for political factors, assists in distinguishing the external factors. It
helps in Identifying the opportunities and threats. It is an acronym used in marketing to analyse
external factors. It helps in understanding market growth or decline ,potential and direction for
operation. It is simple and widely used tool by marketers to monitor the macro environmental
factors that have an major impact on an organisation, company or industry (Formerly known as
PEST Analysis) (Zintsova, Vovk and Guriev, 2020).
 Political Factors- Political factors include the trade traditions,political stability,labour
law,bureaucracy,tariffs trade restrictions and tax policy. Cadbury holds a wide -scale
operations globally if there is any change in the political factors of any country that will
directly impact the operating operations of the company.
 Economical Factors- Economic factors include economic growth /decline ,
interest,exchange,inflation,wage-rates,and,minimum-wage working hours unemployment
local and national, credit availability and cost of living. These factors are determinants to
an economy's performance that directly impacts a company. In case of Cadbury,
currency deflation or fluctuation in the currency values mainly in South Africa, Argentina
 Social Factors- Social factors includes cultural norms, expectation, age
distribution ,population growth rate ,health,media,religion and ethics,education ,brand
preferences and safety. These factors are helpful for companies to better plan their
marketing analytics and strategy.
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 Technological Factors- It includes innovations and developments in technologies.
These factors impact on organization's operation. Several new developments like Deep
learning, artificial intelligence,machine learning are being made in the technology field
and if a company fails to match up the trend it may lose its position in the market. It may
have a direct or indirect impact on an industry. It includes technology aspect like R and D
activity,automation and technology incentives
 Legal Factors- legal factors have both external and internal sides. Certain laws have an
impact on the business environment in a country. It includes employment laws ,
discrimination law, consumer protection, industry specific regulation, regulatory bodies,
antitrust law, health and safety law. These laws have significant influence over
theCadbury 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 any types of legal charges or penalties. The specific laws which Cadbury need to be
well focused on are the health and safety laws and the food safety laws. These regulations
enable the company to work ethically and as per the regulations and also in keeping their
quality standards maintained.
 Environmental Factors- This factor critically related with the natural surrounding and the
influence company have over it due to overuse and unethical practices being used which
isharmful for the ecological balance of earth and the environment. Cadbury is working
towards reducing the CO2 emission and using environmental friendly cocoa farming by
reducing the use of pesticides to add a better prospective at environmental friendly (Al-
Samirae and et.al., 2020). The company have made several phenomena's and processes to
reduce their carbon footprint in the environmenbt and keep its surrounding clean
andhealthy.
SWOT Analysis of Cadbury
SWOT Analysis is a tool to ascertain the firm's strategic planning techniques used to help
a organisation to identify its strengths, weaknesses, opportunities and threats related to business
survival. It is a technique that provides assessment tools. SWOT stands for strengths,
weaknesses, opportunities and threats. It is a technique to ascertain these four aspects of
business. It is often used by governments ,non profit , investors and individuals.
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SWOT Analysis of Cadbury analyses the brand's strengths, weaknesses, opportunities and threats
. It is a framework which helps Cadbury to benchmark its performance with its competitors. As
we have discussed above that Cadbury is one of the leading brands in the food and beverages
sector. The table above shows the SWOT -
Strengths
 Cadbury is a global leader in chocolates
and a strong brand which has an wide
distribution channel.
 Packs for Gifting on festivals and
occasions- Cadbury focused on the
gifting position that makes it different
from rest of the brands.
 Catchy tag-lines – It has strongest
promotions in the fmcg industry.
Weaknesses
 Cadbury has few weakness- There is a
problem in quality management. The
quality control of Cadbury needs to be
strengthened. Few cases happened
where insects and cockroaches were
found in the chocolate.
Opportunities
 New tastes- People frequently like to
eat new taste of chocolates and flavours
that can be an opportunity for Cadbury.
 Cadbury can cover rural market as it
can be a great opportunity that will lead
to boost the sales and profit.
Threats
 Health Awareness- every now and then
one can see the articles in the
newspaper advising against eating too
much chocolates and telling benefits of
eating healthy.
 Decline in importance of festivals -
Cadbury has worked hard to be in this
position. Festivals played important
role. Main problem is that what will
happen when there will be less
importance of festivals. This will lead
to decline in sales.
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Marketing Mix of Cadbury
The Marketing mix was originally devised by E.Jerome McCarthy and published in 1960 in his
book Basic Marketing. It helps to understand the product to plan a successful product offering
and also helps in planning the marketing strategies. It is one of the most powerful idea ever
developed for executives that includes all of the tools available to marketers. It can be said that it
is quite similar with marketing strategy tools which includes the core 4Ps of Product, Price, Place
and promotion. These are the main key elements involved in marketing of goods and services
and they interact and affect significantly each other. All the elements of the marketing mix
influence each other. It handle the business plan correctly and make up the business plan for a
company,can give it a great success. It refers to the set of actions that a company uses to promote
its brand or product in the market.
Cadbury is a chocolate brand manufactured by Cadbury. It has made a huge impact in thr
industry and is continuing to grow at a rapid rate. It makes variety of chocolates with other good
too globally. The Marketing Mix of Cadbury consists of 4Ps that is Product, Price, Place,
Promotion all these collectively helps the company to grow more. Cadbury offers a wide range
of goods like Oreo, Eclairs, Bournvita, Gems, Temptation, Celebrations, Perk, Bubbaloo and
more. The Marketing Mix of Cadbury is explained below-
 Product- It means the item actually being sold can be goods or services that a company
sells for the purpose of meeting customers demand, profit maximisation and purpose of
consumption . The product must deliver a minimum level of performance ; otherwise
even the best work on the other elements of the marketing mix wont do any good.
Globally, Cadbury is famous for its Creme eggs as an Easter festival delight. Its products
mix consists of Dairy Milk, Gems, Temptation, Eclairs, Bournvita, Oreo and Candies.
 Price- It means the value for a product. It is ascertained by demand, competition, target
and demographic factors. It depends on the targeted segments, cost of the
production,ability of the market to pay. There can be different types of pricing
strategies,each one related with an overall business plan. Pricing can also be used to
differentiate and enhance the image of a product. Pricing strategies can be further
classified into three categories like Skimming pricing, Economy Pricing and bundle
pricing (Keller and Brexendorf, 2019).
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 Place- It means point of sale. Catching the eye of the consumers and making it easy for
them to buy it is the main aim of a good distribution or 'place' strategy. The proper
systematic distribution points helps in reaching to large number of people that will
increase the profit and customers also. Cadbury is available globally. It has made a
impactful place on the global level because of its distribution level. It always makes sure
to reach out to more people in order to earn more profit and create a win-win situation for
both customers and company(Kasemsap, K., 2018).
 Promotion -It refers to all the activities undertaken to make the product or service known
to the user and trade. This can include word of mouth, press, incentives, commissions ,
awards, contests, prize, consumer schemes and direct marketing. Cadbury keeps an eye
on the emotional advertising campaigns to connect with its audience. It has famous
slogans like “You earn it” for Bournville Chocolates. Cadbury prefers regional and
vernacular languages to enhance connectivity with audience. It also collaborates with
celebrities, promotional strategy is also done by television ,posters, online and newspaper
in order to reach out to more people and make them aware. Cadbury also has different
brand ambassadors to its various products to make an deep impression over its
customers . It has adopted and every way to promote itself (Kostelijk and Alsem, 2020).
Cadbury can improve the branding and enhance the image of the product. Analyse the impact of
the positioning of the brand
The image and reputation of the chosen product can be enhanced through facilitating free
samples of the product to the underprivileged section of the society. The respective strategy will
also facilitate an additional edge to CSR notions of the e business institution. The company can
launch the initiative through a well-designed campaign wherein the deprived sections will be
provided with free samples of the revamped product. The aim behind the campaign will be to
share happiness and joy among all(Hollensen, 2018).
Branding refers to the one of the most integral process of marketing management which
entails the application of innovative ideas and perspective in order to heighten the brand
recognition of a specific business suit. In context to the chosen entity, it is very essential and
significant to endorse the brand in an appropriate and effective manner so as to capture the
advance market share. Also, branding increase the profitability ratio of the company as more and
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more customers gets attracted to the business firm through the application and implementation of
the branding process for a given organization. Hence forth, it is vital for Cadbury to plan an
excellent and exclusive branding strategy for its revamped product or offering.
Brand Positioning is necessary to gain consumer's attention and time. It focuses on the
process of positioning its brand on the people's mind. Apart from logos or tag line brand
positioning is used to differentiate its business to create brand awareness and justify pricing. It
helps people to buy from the company as customers prefer easy choices and decisions. A strong
branding keeps a laser focus on the target customers to deep understand their behaviour and
preferences to differentiate from the competitors. There are different elements of brand
positioning which are as follows-
Logo- Brands's logo is an easy way to recognize an image which sticks in customer's mind. It is
an assets for the business brand can be shown on social media pages, templates, business cards
and all advertising materials. Logo represents the brand's identity(Rosa Iriberri, 2020).
Tag lines- Tag-lines are also known as slogans which carries the message about products to
present unique communications. Through keeping an effective tag line a company can manage
effective brand image in its competitive business environment. Under the technique managers of
the corporate firm ar able to comply with promotional aspects of the business firm and clarify
about better position of the company in its operational marketplace.
Taste- Flavour is a key part of Cadbury's Branding. A consistent brand taste should be
maintained to retain the customers.
Colour- It is also a key ingredients for any brand identity to fix its trademark and signature to
express its values and personality traits(Makkar, 2021)
Cadbury launched its focused strategies like “Mum's Birthday” campaign and it uses
media to be closure to the potential buyers to tell them about their products. It will increase the
costing but ,bring more profit to the company (Chernev, 2020). The provided marketing
technique helps respective company to enhance its growth opportunities and identify potential
behaviour of the customers when engaged in competitive business environment. In addition to
this, proper standards of the operational firm are being established in respect to attain
professionalism of working and wastages of business resources can be avoided.
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CONCLUSION
The report comprises of a marketing plan in order to revamp the products of the organisation. It
is explains the market factors by resolving the internal and external problems to have a better
approach of the market so that it can bring better products with proper promotion, pricing and
distribution. It also explains the external forces for consolidation of threats and opportunities
which are out of control of the business and need to be taken care of.
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REFERENCES
Books and Journals
Al-Samirae, Z., Alshibly, M.S. and Alghizzawi, M., 2020. Excellence in Drawing up Marketing
Mix Strategies for Small and Medium Enterprises (SMEs) and Their Impact on the
Marketing Performance. Business, Management and Economics Research, 6(3), pp.30-
36.\
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Hollensen, S., 2018. Marketing-Strategie und Marketing-Mix. In Einführung in das Bildungs-
und Kulturmanagement (pp. 31-44). Ziel-Zentrum für interdisziplinäres
erfarungsorientiertes Lernen GmbH.
Kasemsap, K., 2018. The roles of corporate marketing strategies and brand management in the
global retail industry. In Digital Marketing and Consumer Engagement: Concepts,
Methodologies, Tools, and Applications (pp. 294-325). IGI Global.
Keller, K.L. and Brexendorf, T.O., 2019. Strategic brand management process. In Handbuch
Markenführung (pp. 155-175). Springer Gabler, Wiesbaden.
Kostelijk, E. and Alsem, K.J., 2020. Brand positioning: Connecting marketing strategy and
communications. Routledge.
Makkar, M., 2021. Using Local Culture in Brand Positioning and Communication. In Marketing
Brands in Africa (pp. 171-201). Palgrave Macmillan, Cham.
Rosa Iriberri, D.D., 2020. Improving the Recognition and Sales of a Company: a Marketing Plan
for Marazzi Iberia SLU.
Salehzadeh, R., Jamkhaneh, H.B. and Doosti, S., 2019. The effects of internal marketing mix on
performance in a healthcare context. International Journal of Business Innovation and
Research, 18(2), pp.167-186.
Zintsova, M.V., Vovk, D.I. and Guriev, S.A., 2020. MARKETING THE PREMIER LEAGUE
BRAND: FEATURES AND FUTURE PROSPECTS. In Современные проблемы
управления внешнеэкономической деятельностью (pp. 395-403).
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