Cadbury: Marketing Objectives, Strategy, and Implementation Analysis

This report provides a comprehensive analysis of Cadbury's marketing strategies, encompassing its marketing objectives, STP (Segmentation, Targeting, and Positioning) analysis, and marketing implementation plan. It delves into the external factors affecting Cadbury's operations, including political, economic, socio-cultural, technological, environmental, and legal aspects. The report examines Cadbury's market segmentation based on geography, demographics, and psychographics, along with its target market identification and product differentiation strategies. The marketing implementation plan covers the marketing mix, including product offerings, pricing strategies, distribution channels, and promotional activities. Furthermore, the report discusses performance management, including marketing metrics, customer loyalty programs, financial projections, and the return on investment (ROI) analysis. The conclusion summarizes the key findings and emphasizes the importance of marketing activities for Cadbury's business success.

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TABLE OF CONTENTS
TABLE OF CONTENTS................................................................................................................2
INTRODUCTION...........................................................................................................................1
1. Marketing objectives and strategy...........................................................................................1
2. Marketing implementation plan...............................................................................................3
2.2Performance management......................................................................................................5
2.3 Financial projection...............................................................................................................5
2.4 Return on investment-............................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing defined as set of institution, processes for creating, communicating,
exchanging and delivering value for customer, clients and society at large level. The present
report is based on the business activities of Cadbury as this deals with manufacture, beverages
and distribution of branded chocolates.
However, present report has covered the activities as to marketing objective, strategy and
implementation plan that aids to carry out business activities systematically.
1. Marketing objectives and strategy
This is defined as analysis that examine the political, economic, socio-cultural, technological,
legal, technological and environment factors that affects the external working conditions.
These are as-
Political-
Thus, chosen enterprise has to imply to trade and tax polices that affects the operations. The
unstable political position affects the industry and this can lead to disrupts manufacturing
products. It is inclusive of factors like political conditions, trade policies, import restrictions that
all impacts the manufacturing of Cadbury.
Economic factors-
If the chosen entity is plans to have manufacturing unit within country that has high labour cost
than firm also has to face high cost to product. Exchange rate and interest rate affects the
operation and manufacturing of commodities of Cadbury. Global economic conditions have high
impact over operations and sales of industries.
Sociocultural-
The changes in taste and preference is the factor that affects the working of the industry at the
huge level. The changes in taste and preference is the factor that affects the working of the
industry at the huge level.
Technological factor-
Technical advancement improves the process manufacturing and it affects the operation function
within the enterprise. Technical advancement improves the process manufacturing and it affects
the operation function within the enterprise
Environmental factors-
The chosen enterprise must select the commodities that are environment friendly.
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Cadbury needs to choose the techniques that are environment friendly and this leads to maintain
the brand image. Therefore, it also impacts the sales of commodities.
Legal factors-
To set up the manufacturing plant, the entity needs to imply with environmental, manufacturing
and employment rules for the country and this all relate with cost.
To enter into globe, chosen enterprise has to take into account about the laws and patents to enter
into the market.
1.2 STP – SEGMENTATION, TARGETTING AND POSITIONING
Market segmentation-
Cadbury has divided the market under different segment that is mainly based on
geography, demographics and physiographic. Therefore, this all can assist to identify the market
segments. Cadbury divide the market into group of potential customers into different group of
customers. Thus, they have targeted the group of customers who have similar set of needs and
wants while segmenting the target market. As per the geographical position, the company needs
to divide its market in differ cities and performs sub-markets in the towns. At the demographics
dispersion, the commodities segmented on the basis age, gender and income of the people. On
the other hand, Psycho-graphic segmentation refer as to distribute the commodities in the basis
of attitude, lifestyle and motive as the prefer the branded commodities.
Demographic segmentation-
Cadbury Dairy milk has wide range of customer base within the age group of 4 to 50
years.
Gender-
In order to buy the Dairy milk there has been segmentation on the basis of gender.
Income-
Cadbury keep the price of commodities reasonable and affordable so that person can
purchase the commodities. Thus, this firm also offers the commodities of premium ranges.
However, this is an enterprise that deals in different commodities as Cadbury temptation,
Bournville etc. to put consideration over the premium segment of customers.
Generation-
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The segmentation of this enterprise do not get affected by the generation differences.
There are number of people who likes to purchase the dairy milk products when they needs to
buy it. It is product that has attached its self to the emotions of the public.
Psycho graphic segmentation-
At this, whole market divide on the basis of different groups that based on social class,
personality characteristics and lifestyle etc. Herein, Cadbury catered to each and every class of
the buyers and by keeping in mind about the lifestyles and personality traits. However, the
Cadbury's commodities caters to the lifestyles, social class and personality characteristics of
people.
Behaviour segmentation- To purchase the Cadbury dairy milk there is no need of any specific
occasion. Individuals can purchase it at any time. Henceforth, the supply chain of the Cadbury
commodities is very quality conscious. Thus, there are two main types of the benefits that are
given by this entity as supply chain and quality.
Target market- It is crucial to target the this market into the different segments. Therefore, the
entity look for the target group or segment to provide commodities to meet out the needs of
customers within market. In addition to this, the firms needs to identify convenient store, super
market and hyper market in which the consumption of chocolate is very high. This is an
enterprise that provides commodities to teenagers, children and female who like chocolates and
sweets.
Product differentiation and positioning- Cadbury is the high leading food product brand and
also deals with many segments. Therefore, the food commodities of this brand are use for the
different purpose as youth will love to eat the food products for love and entertainment. It is
defined as customer perception of the place that a product or brand occupies in market segment.
In some market, position can be achieved with associating the benefits of brand with style of the
segment. This is term that is involving of the differentiation of firm offering from the
competition by making or implying comparison in terms to specific attributes. Thus, this entity is
also taking various to launch healthy commodities so that potential number of the customer can
get attracted towards the commodities this firm.
2. Marketing implementation plan
Marketing mix
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Products- Cadbury has a wide variety of products and have a wide depth and width in offering
of the products to the consumers. There are different and wide variety of products in the
company for offering to different consumer in different countries ( Sehar, Ashraf and Azam,
2019.). This all depends on the demographic factors, demand fluctuation and the availability of
competition present in market. In in wider way the Cadbury consist of product width category
such as chocolates, candies/gums, dairy milk,5 star, temptation, Oreo, eclairs along with length
of product. There is availability of good market share in there respective industry. For example-
Cadbury is market leader holding the market share of around 70% in chocolate industry.
Price- The quality comes with rise in price. There are different pricing strategies used by the
company to enter into market. The first strategy uses by company is price skimming which
means the prices are st high as to take the advantage of people desire of having product. The
projects like Oreo, Cadbury silk, bougainvillea, are the one which are more higher than the
competitors. The next pricing strategy is about having the economic pricing in which there is
large variant to the product launched to audience base (.Ananda, Hernández-García and
Lamberti, 2016.). The company is offering different prices to cater the different segment such as
perk, five star, and eclairs. The next is about having the bundle pricing in the strategy of
company. In this strategy the company is offering a large number of quantity at low price in
bundle that consumer can buy at individual level.
Place- There is huge customer base and global impact of the Cadbury all over the world. There is
availability of the product in birth rural and urban areas. The company is having robust
distribution channels which makes it a better place for customer wants. The huge customer base
in company leads too have the profit generation in terms of both customer base and revenue
base. This shows that the distribution channels plays an important role in making the reach of
product to target consumers.
Promotion- There is important role of promotion in marketing mix of Cadbury. The company
use to have proper mix of ATL,BTL, and various digital channels for creating awareness and
promotion of products. The company has the variety of campaign for promotion of products .
The company use to have the emotional advertising which turned out as the secret sauce to
success to Cadbury (Steenkamp, 2017). There are various studies which shoes that there is more
responses to emotional ads from the perspective of consumer to buy the product. The company
have the major dependency on vernacular communication along with BTL promotion for
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promoting the product in different regions of target market. This helps on beating ups the
regional competitors and have the greater engagement with the potential consumers in more
better ways. Some of the campaign such as “ kuch metha ho jaye” and “ you earn it” have
worked very well for the development of company regarding the incinerate in sale and goodwill
of Cadbury.
2.2Performance management
Marketing matrix- This is also defined as key performance indicators that are as measurable
values that used by marketing teams to demonstrate the effectiveness of campaign among the all
marketing channels. In addition to this, marketing metrics operates across variety of channels
with the use of E-mail marketing and social media. Thus, it can be easily measure with help of
following tools as are-
Planning: To look at the much profitability each channel generating gives a more objective way
to identify the most effective channels. Thus, tracking revenue means to justify the continued
investment in successful channels and this allows to reroute the funds from successful ones to
experiment with other tactics.
Monitoring: It is crucial to remember lead that might convert through the particular channel.
Therefore, the lead needs to convert through particular channel before that point of conversion.
Reviewing: It aids to identify the page views and unique visitors to look in report. Therefore,
this is crucial to helps to measure with leadership and authoritativeness. Thus, marketing
qualified leads and sales qualified leads aids to know about the quality and readiness of the leads.
Rewarding: This is helpful in terms to establish that whether the content and leading pages are
resonating with the personas. However, Cadbury iconic chocolates factory that aids to expand
production for the
Marketing tool
Customer loyalty Program: In this company will be engaged in creating a new program that
can improve public relation and it can create consumer loyalty.
2.3 Financial projection
Expenses Cost in £
Employees Salary 5300
Raw material and other inventory 1200
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Training and development expenses 2500
Other variable expenses 4500
Total 13500
2.4 Return on investment-
It is defined as performance measure that used to evaluate the efficiency of investment or
compare the efficiency. Therefore, this usually express to define the profitability and
productivity in terms to compare the efficiency of different investment. In addition to this, this
results can be expressed in term of percentage or ratio.
CONCLUSION
Hereby, it can be concluded that marketing defined as activities that undertaken by firm
to promote the buying or selling commodities and services. Henceforth, the report is based on
business activities of Cadbury. Thus, report has defined about the objectives and strategy in
terms to achieve the profitability and productivity to the enterprise.
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REFERENCES
Book & Journal
Steenkamp, J.B., 2017. Global Marketing Mix Decisions: Global Integration, Not
Standardization. In Global Brand Strategy (pp. 75-109). Palgrave Macmillan, London.
Ananda, A.S., Hernández-García, Á. and Lamberti, L., 2016. N-REL: A comprehensive
framework of social media marketing strategic actions for marketing
organizations. Journal of Innovation & Knowledge, 1(3), pp.170-180.
Sehar, R., Ashraf, S. and Azam, F., 2019. The Influence of Social Media's Marketing Efforts on
Brand Equity and Consumer Response. IUP Journal of Marketing Management, 18(2),
pp.30-53.
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REFERENCES
Books and Journals
Online
. 2019. [Online]. Available through : <>.
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