Marketing Presentation: Analyzing Cadbury Celebrations for MKT1001

This presentation analyzes the marketing of Cadbury Celebrations, focusing on its product description, company background, and competitive environment. The analysis includes a detailed examination of market segmentation, target market identification, and product levels, utilizing the three levels of product theory to assess customer value and benefits. The presentation highlights Cadbury's position in the Australian market, its competitors, and the factors influencing consumer behavior. It covers the core, actual, and augmented levels of the product to evaluate the value proposition. The assignment adheres to the MKT1001 course requirements, including proper referencing and a PowerPoint presentation format, demonstrating an understanding of marketing principles and their application to a real-world product.

INTRODUCTION TO MARKETING
NAME OF THE STUDENT
NAME OF THE UNIVERSITY
AUTHOR NOTE

PRODUCT DESCRIPTION
 Product is Cadbury Celebrations
 Organization is Cadbury
 Available in 500gm pack
 Available in only one flavor
 Price will be AUD 10

COMPANY BACKGROUND
 Cadbury is fully owned by Mondelez International
 Founded in the year of 1824 in by John Cadbury in Birmingham
 Second largest confectionary brand after Mars
 Presence in more than 50 nations around the world
 Manufacturing units has their presence in more than 15 countries

COMPETITIVE ENVIRONMENT
 Major competitors in Australia are Mars, Nestle and Hershey’s
 The product price ranges from AUD 3-5
 Each of the competitors have their unique brand identity and brand value

SEGMENTATION AND TARGET
MARKET DESCRIPTION
 Variable of income will help to identify the exact number of prospects
 Variable of interest will help to identify the prospects and their interest level towards
the new product
 Variable of age will help to shorten the segment market ton children and young adults

PRODUCT LEVELS
 The three levels of the product theory can be described as the layers which add more values engaged
with the customers
 The Core level of the product for Cadbury Celebrations will help to assess whether the customers are
receiving any benefits from the newly launched product
 The Actual level of product for the chosen product are best described as the benefits which will include
the quality, packaging style and size
 The Augmented level of product for the chosenproduct are best described as the benefit which will
involve the availability of the product

REFERENCES
 Agyekum, C.K., Haifeng, H. and Agyeiwaa, A., 2015. Consumer perception of product
quality. Microeconomics and Macroeconomics, 3(2), pp.25-29.
 Cadbury Australia. (2019). Cadbury Australia. [online] Available at:
https://www.cadbury.com.au/ [Accessed 13 Sep. 2019].
 Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel Marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
 Henderson, D.R., Sheldon, I.M. and Pick, D.H., 2019. Patterns and Curiosities. Global Markets
For Processed Foods: Theoretical And Practical Issues, p.7.
 Mythily, G., 2015. A SURVEY ON CONSUMER BUYING BEHAVIOR AND BRAND AWARENESS OF
CADBURY AMONG STUDENTS IN SCHOOL AND COLLEGE CANTEENS IN
CHENNAI. International Journal of Management Research and Reviews, 5(12), p.1204.