Cadbury World: Strategic Digital Marketing Plan & Objectives

This report presents a digital marketing plan for Cadbury World, a popular UK tourist destination operated by Cadbury. It emphasizes the importance of social media and digital modes for engaging with customers and enhancing business operations. The plan includes SMART objectives such as reaching 1 billion followers on social media and raising online booking sales by 60% by the end of 2021. It details the target market segmentation, targeting, and positioning strategies. Innovative and creative ideas, like online ticket availability, live social media sessions, online tours, and social media quizzes, are suggested to attract customers and boost sales, especially during the COVID-19 pandemic. The report also covers success measurement through customer satisfaction and digital platform engagement, along with continuous monitoring and a timeline for implementation. The conclusion highlights the benefits of digitalization and social media presence for Cadbury World, supported by a list of references.

DIGITAL MARKETING
PLAN

Table of content..
 Introduction
 SMART objectives
 Target market
 Innovative and creative idea
 Success measurement
 Timescale
 Conclusion
 References

INTRODUCTION
 Social media refers to the use of social platform or the social networking
sites by the companies and the organizations in order to have interaction
with their customers.
 Like the companies, social media is also widely used by the tourist
destination’s too including the Cadbury’s world.
 Cadbury’s world is one of the famous tourist destination of UK that is
operated by the Cadbury company.
 It provides various tours to its tourist including the self-exhibition tour
wherein the information related with the chocolate and the company is
being given to the tourist. Cadbury’s world was founded on 1990.
 Using of social media and the digital modes including the websites are
one of the common mode of business operation nowadays.

Cont…
 Along with the company’s perspective the customers/tourists are also well attached and
following the official page of the Cadbury’s world.
 The reason behind their following includes their interest towards the place and the active
presence of the place.
 This can be understood as if the tourist place is well answerable and active towards their
tourist then it will not only lead to attracting tourist but at the same time the overall
business is also being benefitted.

SMART objectives of Cadbury’s world
 To reach 1billion followers on social media platform by the end of 2021.
 To raise sales of online booking by 60% at the end of 2021.

Target market:
 It is also an important concept wherein the market is being targeted by the companies and
the tourist places.
 It is basically performed into three major steps:
Segmentation:
 It is the initial and important step wherein the entire market is being divided into segments.
 These segments are generally made on the basis of demographic, geographic, consumer
preference, webographic and various other modes.

Cont….
Targeting:
 After making the segments of the market,
then the next step includes targeting.
 Under this step, the specific segment is
being targeted by the organization.
Positioning:
 This is the last step wherein the position
of the company is being determined in the
targeted market.
 Here the customer’s perspective with
regard to the company and its services are
also being concerned.

Innovative and creative idea:
 Innovation and creation are the base of every business and assist it towards the direction of success.
 Bringing innovation and creative concept by the business which could be a company or a tourist
place always attract the customers and as a result raise the sales percentages.
 Innovative idea provides new direction to the business operation and thereby boost up its sales and
revenue in the long run.
 Innovation and creativity can be brought in any mode or any manner including the mode of services,
business operation, official websites, social media appearance and various other.
 It is usually adopted and preferred by the customers.

Cont…
 Apart from physical ticket booking, an online ticket availability is also an important step towards the
innovation.
 Live videos and live sessions over the Facebook or the Instagram would also be counted as one of the
major and innovative step of the Cadbury’s world with regard to digitalization and innovation.
 Along with possessing innovativeness and creativity an inculcation of the digitalization right from the
ticket booking till executing the trip would make the more success and growth of the place.
 This means that as in the current pandemic of the Covid where there is an imposition of restriction over
the tourism activity would be mitigated through the involvement of innovation and creativity.

Cont…
 Launching of Quiz and competitions over the
social media platform compensating with offers
and discounts would also be considered as an
innovative digital marketing practice.
 This would also make the marketing and
generation of awareness of the place but in an
innovative digital concept.
 As per Covid pandemic where all the tourist
attractions are closed and in order to still
establish connectivity with the targeted
audience the Cadbury world can adopt the
innovative idea in the form of online tour
wherein at minimum price the audience can
explore the place.

Success measurement:
 Success measurement is also an important step and activity
concerned with the business.
 This concept enables the company or the organization that
whether there move and operations are carried over towards the
direction of their objective or not.
 With reference to Cadbury’s world the success measurement is
also that important as with any other organization.
 This means that Cadbury’s world also measures its success
with the context of its customers.
 As there are various moves from which the success is
measured, but in case of Cadbury’s world which is a tourist
destination the success is measured with reference to the
customer’s satisfaction.

Cont…
 This means that as the number of travellers and the tourist will raise over the year the
percentage of success with respect to the place will automatically raise.
 With regard to the digital platform the success indicator would be the number of people
who visited the website or the number of ticket booking that the place can capture.
 As it is a common fact that the success of anything is solely depend upon the number of
followers or the people’s choice over the social platform.
 Thus as the number of followers over the Facebook, Instagram, YouTube would raise with
respect to the Cadbury’s world will also indicate that it is getting success.

Cont…
Monitoring:
 As measurement of success is important, likewise a continuous monitoring of the success
or the business operation is also very important.
 Monitoring is the process wherein the business operation and the activities are being
monitored throughout their performance.
 This will enable the presence of any deviation and loophole with regard to strategy
implementation.

Timescale:
Particular
Month 1 Month 2 Month 2 Month 3 Month 4 Month 5 Month 6 Month 6
Developing objectives related with
business
Perform market segmentation
Perform market targeting
Analysing the position
Inculcate innovation and creativity
Measuring success and monitoring
Inculcate improvement if any.

Conclusion:
 From the above presentation it can be concluded that the processing of business activities
and the operations with a digital touch would raise the chances of success.
 Digitalization and performance of online operation would enable the organizations and the
tourist places to move towards the direction of growth.
 Presence of Cadbury’s world over the social media platform would enable it have better
interaction with its travellers.
 An inculcation of the social media and digital platform special at the time of Covid
pandemic enables the Cadbury’s world a new mode through which it can still make
communication and interaction with its travellers.
 This presentation also clears that how the performance of segmentation and targeting
practices enable the Cadbury’s world to reach and grab its customers.

REFERENCES
 Bjerke, M.B. and Renger, R., 2017. Being smart about writing SMART
objectives. Evaluation and program planning. 61. pp.125-127.
 Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel
marketing, tourism economics and the airline product (pp. 69-83). Springer, Cham.
 Duffett, R.G., 2017. Influence of social media marketing communications on young
consumers’ attitudes. Young Consumers.
 Jacobson, J., Gruzd, A. and Hernández-García, Á., 2020. Social media marketing: Who is
watching the watchers?. Journal of Retailing and Consumer Services. 53.
 Kayumovich, K.O. and Kamalovna, S.F., 2019. Social media-marketing-a forceful tool for
tourism industry. European science, (7 (49)).