Sales Promotional Report on Cadbury: Dubai Market Campaign Strategies

This sales promotional report focuses on increasing Cadbury's sales in Dubai, where the brand has faced declining sales. The report analyzes the competitive landscape, particularly the presence of brands like Hershey’s, Mars, and MnM, and identifies the need for strategies to maintain Cadbury's market share. It outlines objectives, target customers, and customer-oriented sales promotions, including discounts and free gifts. The report also details trade-oriented promotions, communication considerations (print ads, emails, and digital media), budgetary allocations, and scheduling. Legal considerations for print advertising and logistics are also addressed. The report aims to provide a comprehensive plan for Cadbury to enhance its sales performance in the Dubai market through a combination of customer and trade-focused promotional activities.

Running head: SALES PROMOTIONAL REPORT ON CADBURY
Sales Promotional Report on Cadbury
Name of the Student
Name of the University
Author Note

1SALES PROMOTIONAL REPORT ON CADBURY
Objectives
This sales promotional report is aimed at increasing the sales figures of Cadbury.
Cadbury has been often perceived to be one of the most trusted brands in the world when it
comes to chocolates. It is for this reason that the brand has nearly acquired over 45% of the
market share (Bailey and Alexander 2019). The main thing that has to be considered in this
regard is the fact that sales has been dropping for Cadbury over the last 4 years in Dubai. This is
because of competitors like Hershey’s, Mars and MnM. It is important to consider the fact that
these brands the competitors of Cadbury have a high price forever products then Cadbury (Evans
2019). Although it is required to ensure the fact that products sold at a cheaper price on the
competitors to get a competitive advantage, it is equally important to make sure that competitors
do not take over the market and hamper the sales of the company. This is the main aim of this
sales promotional report.
The objective would also include trade promotional efforts to make sure the products of
Cadbury are sold in abundance to the customers. This between densely helpful in making sure
the desired number of units are sold in the market. To be precise the idea is to make sure that
retailers buy at least 10% more product of cadburys from the manufacturer then what they use to
you before the campaign started. The following sections in this report will be outlining how this
objective could be realised.
Target customers
Cadbury is a brand of chocolates and chocolates do not particularly have a specific target
group to sell the products to. therefore the main thing that has to be considered while identifying

2SALES PROMOTIONAL REPORT ON CADBURY
the target audience for the sales promotional campaign is the fact that there would be no specific
target consumer for this set of activities in this promotional campaign. It has to be noted in this
regard that the main thing that has to be done is to reach out to the maximum possible population
for the purpose of making them aware of the offerings of this company. That is to say that this
will be a completely e above the line marketing campaign for the sales promotional activities.
However to specify a little bit about the target consumer group, the target group must have a
family income of AED 25000 annually.
Coming to the trade promotions, one has to note the main thing that has to be done in
order to make the retailers purchase and sell a desired number of products for Cadbury in the
market is by providing them sufficient incentives for the same. In this regard the main objective
is to make sure the retailers purchase at least 10% more of the products of Cadbury from the
manufacturers to create an equal demand in the market for the same. The incentives in this case
would be considered to be not more than 10% of discount from a bulk of products that they buy.
Customer oriented sales promotions
There would be a series of customer oriented sales promotional activities. The first thing
that should be done is to offer discounts. Discounts will be given out in order to ensure the fact
there is a sufficient demand for the product or for a range of products of Cadbury in the market.
When prices of a product or a range of products go down, simple economics suggests that
demand will automatically go higher in the market for that product. To be specific a few
products of cadburys that do not sell very well in the market like the new Cadbury Oreo flavour
or the new Crispello, could have a specific range of discount in the market. This is for a limited
period of time that will be conveyed to the audiences via the media. The tentative discount that

3SALES PROMOTIONAL REPORT ON CADBURY
will be offered is 8 to 10% on such products.
Another strategy that has to be adopted for the purpose of increasing sales in the market
tips to make sure that free gifts are given out with the product. This would be able to help
increasing sales because of the fact that the utility factor in consumer purchase will go up as a
result of more value of commodities for the money that is being spent to the brand.
Last but not the least since Cadbury has a reputation of building relationships with the
customers in the market it will be very viable if events are sponsored. These events could be
anything from music concert to a business conference. Sponsoring events not only increases the
credibility of the brand but also customer relationships if the event leaves a positive experience
in the minds of the customers or the attendees.
Trade oriented promotions
As discussed earlier, there will be two aspects promotional campaign and trade oriented
promotions are the second. In this form of trade oriented promotions incentives will be given out
to the retailers for a bulk of products that they buy from the manufacturers. There would be 10%
cut off on the price that the retailers have to pay to the manufacturers for every purchase of
hundred products. This is a strategy that will help to increase the demand in the market by 10%.
In this way the high market share the Cadbury holds as of now in the current market would be
utilised to the maximum efficiency.
Communication considerations
For the purpose of conveying the discounts and the free gifts that are to be offered by
Cadbury in the market, print ads could be used. Print ads not only include newspaper ads but also

4SALES PROMOTIONAL REPORT ON CADBURY
flyers, leaflets, brochures and more. This would be an effective way of communicating with the
audiences because print ads are a cheap form of communication compared to the broadcast
media. It is in this context that it has to be noted the exact figure of the discounts and the exact
commodity in the form of free gifts are conveyed to the audiences.
For the more even emails could be used at random. This is because of the fact that as
discussed earlier this promotional campaign is not aimed at a specific target group of customers.
Therefore in this context emailing is the easiest form of communicating the deliverables of the
company to the maximum number of population in Dubai.
Digital media could also be used for the same purpose and it would also be effective
because of the fact that is interactive in nature. It could also be used to promote the events that
will be taking place as a result of the sponsorship from the brand. Further more ideas could be
pitched event companies organizers about the willingness of Cadbury to sponsor their events.
In trade promotions, retailers could be communicated directly by word of mouth.
However the best way to communicate to them would be in the form of memos. Memos have a
document proof of the offer and therefore more formal in nature.
Budgetary considerations
The budget has to include both consumer promotional activities along with the trade
promotional activities. Apart from that even the expenditures that would be required for the
purpose of communicating the strategies or offers to the consumers is equal important.
Considering these factors the budget table has been outlined below:
Promotional activity Funds allocated in AED
discount offers 3,000,000

5SALES PROMOTIONAL REPORT ON CADBURY
free gifts 1,000,000
Events 2,000,000
Trade promotions Funds allocated in AED
Memos and incentives 500,000
Communication activity Funds allocated in AED
Print advertising 2,000,000
Digital media 1,000,000
emails 500,000
Schedule considerations
The scheduling considerations have to be made in accordance with the budget that has
been allocated to each of the activities for the sales promotional campaign. The importance of
these activities also have to be analysed and accordingly the scheduling table has been outlined
below:
Activities Jul
Au
g Sep Oct
No
v Dec Jan Feb Mar Apr
Ma
y Jun
discounts x x x x x x x x x
Free gifts x x x x x x x x x x x x
Events x x x
Memos and
incentives x x x x x x x x x x x x

6SALES PROMOTIONAL REPORT ON CADBURY
Legal considerations
Legal considerations in this context only applies in the case of print ads. The first thing
that has to be considered is the fact that flyers, brochures or leaflets cannot be AEE randomly
hundred out to passerbys. Further more a request permit has to be acquired along with an
application form, followed by a valid license. This permit has to be printed beneath the ad in
each of the copies of the print ads. These ads cannot be stuck on cars or be used in any way that
violates social interests. Violating any of these legal rules could be a punishable legal offence.
Logistics
As far as logistics are concerned, these are only associated with print ads. This is because
in case of print ads there has to be a proper canvas and also proper printing quality materials for
the purpose of distributing presentable print ads to the public.

7SALES PROMOTIONAL REPORT ON CADBURY
References
Bailey, A.R. and Alexander, A., 2019. Cadbury and the rise of the supermarket: innovation in
marketing 1953–1975. Business History, 61(4), pp.659-680.
Evan, A.R.A., 2019. Factors affecting consumers buying confectionery products (Chocolate).