Marketing Campaign Execution Plan: Cadbury World, Tourism Mgt

This report presents a marketing campaign execution plan designed to increase leisure customer visits to Cadbury World in Birmingham, England. The plan begins by identifying the target market using the STP (Segmentation, Targeting, Positioning) approach, focusing on tourists and leisure customers. Key objectives include increasing tourism, attracting more leisure visitors, and boosting revenue by 20% by March 2022. The proposed marketing campaign includes a company overview, SWOT analysis to assess strengths, weaknesses, opportunities, and threats, and a detailed marketing mix (4Ps: Product, Price, Promotion, Place). A marketing budget is outlined, allocating funds for various promotional activities. The success of the campaign is measured using KPI indicators and a balanced scorecard, aiming for a 35% increase in visitors by March 2022. The report concludes that a well-structured marketing plan is essential for achieving the sales objectives of Cadbury World, utilizing marketing mix strategies and performance indicators to ensure effectiveness.

SAMPLE

INTRODUCTION
Marketing plan refers to the process followed in an organization through which they
provide direction to the marketing team for activities related to the promotion of their goods and
services or making their customers aware about their products and services (Aro, 2020). This
include various functions such as identification of target customers, objectives of the
organization, strategies for attracting customer, advertisement and many more. Cadbury world is
an attraction place for visitors in Birmingham, England. This is a self-guided tour for visitors in
which the company exhibits about the history of chocolate products and business of Cadbury
Company. This attraction tourist place is designed and administered by Cadbury Company which
is famous as the second largest confectionery brand all over the world.
MAIN BODY
Proposed Target Market
In order to identify the proposed target market for the Cadbury world STP approach will
be the best suited approach. It contains three stages for Cadbury world in order to target their
potential visitors and identify the target market all over the world.
Segmentation: Segmentation helps Cadbury world to divide their market in accordance with the
beliefs cultural preferences and many more. Segmentation include several factors in order to
classify their target market and in this context Cadbury world wants to target the tourist who
game to Birmingham England for their visit and the potential tourist who likes to explore new
places (Aro, 2020). Segmentation for the Cadbury world is according to the age preference and
demographic criteria.
Targeting: In this process Cadbury tries to focus on the people of different age groups and
income and generally target to the people of every age especially those who like to explore new
places and visited Birmingham for tourist purpose. The Cadbury world also wants to target
leisure customers.
Positioning: In order to take position in the target market the Cadbury world uses advertising
methods through several platforms which helps them to create a brand name in the minds of their
customers.

Objectives of Campaign
The main objective of this marketing campaign is to attract more and more tourism to the
Cadbury world so that the company can increase their sales. Not only this the company has an
objective to attract more leisure customers to the Cadbury world and make them loyal customers
of the company so that Cadbury can be able to become a place for chilling out for people. Apart
from this the company has a goal to increase their revenue by 20% till March 2022.
Proposed Marketing Campaign
Proposed marketing campaign is a plan which has been considered by Cadbury world to make
marketing strategies for them so that they can attract maximum leisure customers towards their
organization. In order to prepare an effective plan it is essential to have a proper knowledge
regarding the Cadbury world so that effective marketing strategies can be formulated for the
company (Chlebus, and Osika, 2020). The overview of the Cadbury world with their mission and
vision is provided below:
Company overview:
Cadbury is a well-known organization which is the leading company in British administration.
Cadbury has opened Cadbury world on 14th August 1990 in order to expand and develop their
content with the help of continuous improvement. The Cadbury world is a place of largest
attraction of Birmingham and have approximately 500000 visits per year full stop the main target
of the Cadbury v is the children and the students who get attracted towards the chocolate gold.
The most important thing which attract children and students towards Cadbury v is the
opportunity they provide to their visitors to explore as well as discover the history of chocolate
and learn more about the various Stories related to the Cadbury business.
Vision & mission:
Cadbury world has a vision to increase the number of visitor's especially their ledger customers
towards their organization. They have a vision to have great profitability with the help of their
Cadbury world which provides a great satisfaction to their visitors with a proper knowledge
regarding the history of chocolates and the story of Cadbury business (de Castro, 2020).
SWOT Analysis:

SWOT analysis is a very essential for any organization to analyze their strengths and weakness
so that they can grab several opportunities available in the market and save themselves from the
threat which can affect their business. In order to develop a marketing campaign Cadbury world
is required to conduct their SWOT analysis in order to identify their strengths weaknesses
opportunities and threats.
Strength Weakness
 The major strength of Cadbury world is
that it is run and administered by
Cadbury Company which has a great
global presence as well as a brand
image in the market which attract
students and children towards their
world.
 The quality of services provided in the
Cadbury world and the infrastructure
which is related to the chocolates is a
unique and innovative attraction for
tourist which helps the company to
attract more tourist towards their
Cadbury world.
 Cadbury world is a place where people
visit at once as a tourist attraction and
the company is unable to attract more
tourists towards their world.
 The tourism in the Cadbury world is
affected by the reputation of Cadbury
Company as it is completely connected
with the brand name and image of
Cadbury. It can be harmful for Cadbury
world for not having loyal customers
with the company (Evans, 2020).
Opportunities Threat
 With the increased demand of
chocolates in the market and attraction
of people towards exploring new has
create a great opportunity for Cadbury
world to attract more customers
towards them.
 The company has also an opportunity
to make the infrastructure in such a
manner that they can attract more and
 The situation of covid-19 which has
reduced the number of tourist all over
the world is a great threat for the
company to decrease their customers
and the Cadbury world.
 It is the increased concern of the
Cadbury world to manage the expenses
of this tourist place during this
pandemic which has reduced the

more customers towards their Cadbury
world.
revenues for the tourist places.
Marketing Mix
Marketing mix is tactic which is used by an organization to promote their products and services
in the market. The marketing mix helps the organization to provide plan in in various factors to
improve their marketing. The marketing mix is also essential for tourism attraction like Cadbury
world in order to identify several elements of marketing to attract tourist towards the Cadbury
world. The 4Ps of Marketing Mix in context of Cadbury world are given below:
Product: Product in case of Cadbury world refers to the experience they provide to their
customers in their Cadbury world. The company is required to improve this experience provided
to their customers by providing more attractive places in the Cadbury world for their customers.
The modification and infrastructure should be made in such a manner that it can be under the
budget of the organization.
Price: As the company is required to target leisure customers it is essential to give more focus on
the quality of services provided by the Cadbury world rather to have a focus on the price. But the
Cadbury world should also focus to provide their services at best minimum prices so that it can
be affordable to their customers (Islam, 2020).
Promotion: Cadbury world can use social media to attract people towards their Cadbury world
from all over the world and can also use banners to be place in the Birmingham England so that
more and more tourist who visited the city attracts towards the Cadbury world.
Place: Place refers to the distribution channel of the organization and in case of Cadbury world
they are available in the Birmingham England increase of tourism industry in order to take
experience the customer is required to visit at the place where Cadbury world is situated.
Budget:
Budget is required to be prepared for marketing function of Cadbury world so that the company
will be able to attract more tourist towards their place. This budget trip plan of marketing
activities will help Cadbury world in the marketing campaign execution plan.

Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 6000 8500 12000 14500 18350
Investment 12000 14000 25500 32000 13500
Total 6000 22500 37500 46500 31850
Marketing outlay
Promotion 6500 3200 4300 3300 3250
Sales publicity 2200 2100 3300 2200 2000
Direct selling 4200 2500 6000 3000 4650
Total 12900 7800 13600 8500 9900
The budget helps to analyze that the marketing campaign will require 12000 as well as 6500
pounds for their operations as well as marketing activities in the Cadbury world.
Measuring the success of Campaign
In order to measure the efficiency of campaign the Marketing department of Cadbury world uses
KTM indicators and balanced scorecard (Phan, 2020). The measurement of success of marketing
campaign of Cadbury world using balanced scorecard along with KPI indicators is given below:
KPI Indicators:
 The KPI indicator helps to observe that this marketing campaign run by Cadbury world
will help to increase the visitors of the company by 35% till March 2022.

 This is because the company has increase their tourist by 25% in 2021 with the help of
the marketing campaign.
 The company has decided to continue their social media marketing in order to capture
and attract more customers from the market (Sharma, and Singh, 2021).
CONCLUSION
The above discussion helps to conclude that marketing plan is very essential for an
organization to provide them a suitable direction in order to achieve the sales objectives of the
company. The marketing campaign of Cadbury Company helps to understand the various
objectives of the company with their mission and vision. Further, the company uses marketing
mix in order to identify the major 4P's related to the marketing and formulate required budget for
the marketing plan. Further, the company has used balanced scorecard and key performance
indicator in order to measure the effectiveness and efficiency of their marketing campaign.

REFERENCES
Books and Journal
Aro, R., 2020. Influencer marketing for a small business owner: Planning an influencer
marketing campaign.
Chlebus, M. and Osika, Z., 2020. Comparison of tree-based models performance in prediction of
marketing campaign results using Explainable Artificial Intelligence tools. University of
Warsaw, Faculty of Economic Sciences.
de Castro, C.A., 2020. A Proposal Digital Marketing Strategy for Marcheluzzo Srl: Training and
Evaluating a Prediction Model for the Number of Adv. Impressions. Journal of
Marketing Management, 8(1), pp.55-72.
Evans, A., 2020. Implementation and evaluation of a genetic services referral phone line in the
New York-Mid-Atlantic Consortium (NYMAC) region (Doctoral dissertation, University
of Pittsburgh).
Islam, F., 2020. Digital media strategy, planning and campaign management of Robi & Airtel.
Phan, Q.N.P., 2020. Application of an ICT Marketing Approach on SMEs–Case: Hung Dao.
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