Cadbury Marketing Plan: Strategic Development & Tactical Application

This report provides a comprehensive analysis of Cadbury's marketing strategies and tactics, evaluating how the company achieves its business objectives. It explores key strategies such as differentiation, product development, and the use of social media. The report includes a detailed marketing plan for Cadbury's new celebration pack, covering aspects like the company's mission, marketing mix strategies, PESTLE analysis, segmentation, targeting, and positioning (STP). It outlines marketing programs, budget allocation, and methods for monitoring and evaluation. Furthermore, the document discusses Cadbury's promotional and advertising strategies, including the use of emotional appeals and attractive packaging, and examines the strategic application of the 7Ps of marketing. The plan aims to increase sales, profitability, and customer base through various marketing initiatives.

Marketing Essentials

TABLE OF CONTENT
 IntroductionIntroduction
M3. Evaluating the tactics applied by company in order to demonstrate the way
business objectives can be achieved
P4. Producing as well as developing basic marketing plan for Cad buryP4. Producing as well as developing basic marketing plan for Cad bury
M4. Detailed and coherent marketing plan For CadburyM4. Detailed and coherent marketing plan For Cadbury
D2 Designing strategic marketing plan which can be tactically applied the use of 7
P's

INTRODUCTION
Marketing is important business activity which assist an enterprise in accomplishing desired
business objectives. It is the business activity which is mainly cornered with promoting of
goods or services. Marketing is considered to be as crucial business activity as it enables
organization to maintain long lasting relationship with customers. It is essential as
marketing helps an organization in selling products as well as services. Marketing can be
defined as action of promoting as well as selling products or services. This business
activity assists an enterprise increasing sales as well as profitability

M3. Evaluating the tactics applied by company in order to demonstrate the way business objectives can be
achieved
The marketing objective of Cadbury is to increase sales and earn higher profit. Cadbury in order to accomplish desired marketing objectives.
The two important strategies which has assisted an organization in accomplishing desired marketing objectives are differentiation and
product development. In addition to this, Business entity has launched new logo and has made more attractive packaging of its products
which has helped an enterprise in achieving its marketing objectives (Aslam, 2018). An organization has organized marketing
campaign in order to target kids. The advertisement content used by cadbury emphasizes on the relationship between parents and
children. Firm in order to increase sales and market share has planned to target adults. Cadbuiry also utilities the social media platform
which has assisted business entity in developing the strong relationship with customers.

CONT.
On the other hand, Marketing objective of Nestle is to increase market share and gain
customer loyalty (Powell and Osborne, 2020). Nestle has adopted the ethical marketing
strategy for achieving its set goals. In addition to this, Nestle has included all the
important elements of marketing mix in its promotional plan which has assisted them in
accomplishing desired target. Nestle has form strategic partnership with other global
companies which has provided firm an ease in promoting products or services at
international level. It has helped nestle in gaining the competitive advantage. Nestle
participates in social welfare program which has assisted an enterprise in gaining the
customer loyalty. An organization offers wide range as well as variety of products in
order to attract customers. Nestle is concentrating on single segment which as assisted
business entity in fulfilling the need of target audience which is essential in order to
achieve desired outcome. Nestle utilizes the geographic marketing segmentation strategy.

CONT.
An enterprise has made investment of approx, twenty five million on machinery for doing attractive packaging of products. In addition to
this, an organization has also utilities the customer engagement strategy for accomplishing desired marketing objectives. Cadbury has
also formed strategic partnership with Facebook and has introduced the online gifting chocolate which has helped an organization in
increasing sales and profitability. Customizing branding strategy has been implemented by an organization which has helped them in
achieving desired marketing objectives. An organization offers discounts to people during festive session. Now, business entity is
concentrating on using the new marketing channel for promoting brand. Cad bury sponsor various social welfare as well as sports
events which has enabled firm to gain brand recognition in the market.

P4. Producing as well as developing basic marketing plan for Cad bury
Executive summary : This section will include the detail about the tactics adopted by cad bury
for promoting new celebration pack which consists of unique combination of items. It will
include detailed information about the mission of firm, marketing program organized by firm
for Promoting budget. It will involve the marketing mix strategies, pestle analysis,
segmentation, targeting and positioning of organization. Also, it will cover that marketing
programs and budget for implementing the marketing plan to achieve marketing objectives of
business. It will involve monitoring and evaluation of overall marketing plan for accomplish
objectives of firm. mission of firm, marketing program organized by firm for Promoting
budget. It will involve the marketing mix strategies, pestle analysis, segmentation, targeting and
positioning of organization. Also, it will cover that marketing programs and budget for
implementing the marketing plan to achieve marketing objectives of business. It will involve
monitoring and evaluation of overall marketing plan for accomplish objectives of firm.

Company overview : Cadbury is a British multinational organization located in London. An
organization sell chocolates and other confectionery items. An enterprise is among the
second largest confectionery brand worldwide. Company operates is more than 50 nations
worldwide. It is called for its Dairy Milk chocolates, the Creme Egg and Roses selection
box and many other confectionery products (Chaffey and Ellis-Chadwick, 2019 ). It is the
one of the best-known British brands in Daily Telegraph which named Cadbury between
the most successful export in Britain. There are various production sites like Bournville
which employs almost 1000 people. There are 3000 staffs working in Cadbury in the UK.
Company provide various range of products such as Cocoa Essence, Easter Egg, Dairy
Milk, Bournville, Dairy Milk Silk, Bubbly, Big Race Oreo etc.

Mission : The mission of cad bury is to provide premium quality of product at reasonable
price to customers. They build reputation upon quality and commitment to continuous
improvement ensure that fulfilling the promise by them (Kumar, 2018).
Vision : It is the vision of Cad bury is to be one of the most favourite brand among
customers. Another vision of peaceful equitable society and widen on the values of
society justice for all.
Marketing objective: Cadbury wants to increase its sales and profitability. The marketing
objectives of company is to have offering in every category to broad the market and
growing in the market.

Pestle analysis:
Political factor : Unstable political situation can have negative effect on the marketing plan
of Cadbury. It is required by manager in Cadbury to determine the right time for
promoting or launching goods (Hunt, 2018). The imposition of taxes is another political
factor which will define management, investment and payment to shareholders.
Government concern regarding proposals for sugar tax and pressures which is highly
influenced on manufacturer, so that they can reduce amount of sugar.
Economic factor : Increase in costs of advertisement can have adverse effect on marketing
budget of an organization. Marketing manager in Cad bury is required top develop
flexible budget for marketing. It involves interest rate, exchange rate affect operations and
manufacturing of company. For example: if the labour costs is high in certain nation, so
that it impact on marketing of products and services of Cadbury.

Social factor: Changes in trends can have influence on the method of communication used
by firm. It involves consumers taste and preferences, demand etc. that influenced on sales
of products and services of Cadbury (Camilleri, 2018 ). Therefore, company needs to
planning of marketing of goods and services for increasing demand, satisfaction and
expectation of consumers in the marketplace.
Technological factor :It provides firm an opportunity to utilize the latest technique for
promoting brand. Company utilised technology that improving procedure of
manufacturing which help to marketing of products and services in the market. This help
to know about consumers demand, needs and wants about the products within social
media marketing by the company. This aid to increase sales and profits of business.

Environmental Factor: Consumer aware to protect the environment of nation, so that they
are demanding environment friendly products and services. Therefore, company adopt
techniques which are environment friendly and they also maintain brand image of their
markets. This help to increase sales and profits of business (Mullin, 2018). Company also
take into account techniques about recycling and waste management in the workplace.
Legal factors : Changes in laws has great effect on marketing plan of firm. It is required by
cad bury to consider all laws while developing marketing plan. As it will help firm in
eliminating legal as well as ethical issues. Company has to take into account different
patents and laws which exist in certain nation in relation to enter the market. Also, they
have to express to environmental, production and employment rules of nation when set up
their manufacturing plant.

STP:
Segmentation : Cadburty is presently utilizing the demographic segmentation strategy for
segmenting the market into small segments. But now an organization is planning to use
geographic segmentation strategy (Chernev, 2018). Company needs to identify the
different segment such as demographic, behavioural etc. They determine the demographic
segment such as young people and children in age group, income level etc. which they
provide products and services at the affordable prices to consumers in the market.
Targeting : Cad bury is presently targeting only children. In future business entity is
planning to target adults. Now they target demographic segment as age group and income
level of consumer in the market. But company mainly target children and youngsters in
age group for selling the goods and services in the marketplace. This help to increase
sales and profits of business in the marketplace. Also, they make effort to offer high
quality products at the affordable prices to consumers for targeting the large audience
within market.

Marketing program :
Marketing objective Tactics Time
To successfully launch new
celebration pack
Marketing campaign will be
conducted by company 2 weeks
To increase sales An organization will adopt
cost leadership marketing
strategy.
6 months.
To increase customer base An organization will use social
media for promoting brand.
6 months.

Budget :
Development of website $20000
Marketing campaign $3 0000
Use of internet and social media platform $20000
Promotional brochures or advertisement using
online media like ad on Television
$5000

Monitoring and evaluation :
A survey will be executed by an organization in order to gather information about the
customer view about the new product. Sales report will be analysed in order to identify
the outcome. Company also monitor and evaluate the costs of development websites,
marketing campaign, social media platform, advertisement on television for offering the
products and services to the consumers on the marketplace (Chang, Wang and Arnett,
2018). This help to increase sales and profits of Cadbury as well as increasing the
competitive advantage. Effective monitoring and evaluation help to achieve the marketing
objectives of Cadbury.

M4. Detailed and coherent marketing plan For Cadbury
The main objectives of promotional as well as advertisement strategy of cad bury is to
educate the market, generate brand awareness, for encouraging seasonable purchases.
Cadbury makes emotional appeal in advertising. Attractive packaging strategy has been
utilized by an organization in order to communicate quality for positively influencing
people to buy products or services (Erragcha, 2018). Direct distribution is another
strategy which has helped an enterprise in building strong relationship with customers.
Cad bury utilities the demographic market segmentation strategy for diving the large
market into small segments.

D2 Designing strategic marketing plan which can be tactically applied the use of 7 P's
The strategic marketing plan of Cadbury includes all the seven important elements of
marketing mix these are :
Product: Cad bury is planning to stick to its current product line. This plan will be
implemented by organization in order to increasing sales and profitability. Business entity
has planned to do innovative packaging in order to attract more number of customers. In
addition to this, an organization will have more emphasizes on quality, as this strategy
will assist an organization in positively influencing people to buy products (De Mooij,
2018 ). Cadbury is planning to launch more range of celebration packs. Marketing
manager in an enterprise is planning to innovate celebration packs by including unique
combination of unique item in the packs.

Price: Cadbury is planning to utilize premium pricing strategy. An enterprise is planning to
charge high price for quality products. In addition to this, business entity have focus on
providing high value proposition to customers for that an organization has planned to
launch value pack of chocolate to customers (Parsons and Lepkowska-White, 2018). In
value pack of chocolate customer will get additional units of chocolate. Medium quality
of products will be offered to customer ta reasonable price.
Place: Cadbury is planning to sell its products online to customers directly. As this strategy
will assist an organization in developing the strong relationship with customer. Business
entity has focus on making its products available at retail stores worldwide. An enterprise
is also planning to open its retail outlets ion order to provide customer an ease in
accessing the goods or services.

Promotion: Cadbury is planning to adopt the ethical marketing strategy, as these tactics will
assist them in gaining the customer loyalty (Titus, 2018). In addition to this, marketing
campaign will be executed by an enterprise at regular interval of time. Business entity will
use online advertisement technique for promoting the gods or services. In addition to this,
innovative packaging of the product is the tactics which will be implemented by Cadbury.
An organization will participate in social welfare program and will make their significant
contribution in development of society, as this tactic will help business entity in getting
brand recognition in the market. Firm can conduct market survey, as this activity will help
them in aligning advertisement with evolving set of customers.
Process : cad bury has focus on bringing improvement in the quality of products. In addition to
this, an enterprise emphasizes on increasing distribution network, so that products or
services can be delivered quickly to more number of customers (Aslam, 2018).
Physical evidence: Cad bury is planning to open its retail outlets at different places. An
organization is planning to bring improvement in its logistics as well as supply chain