UNIVERSITI TEKNOLOGI MARA

SARAWAK

FUNDAMENTAL OF MARKETING
40450 SHAH ALAM, SELANGOR DARUL EHSAN
MKT410
‘’’’’’’’’’’

GROUP : AS222 2A

TITLE : CADBURY

1. MOHAMMAD ASHRAFF BIN SANUDDIN

(2018410712)
STUDENT’S NAME :
2. NURAFIQAH BINTI SIROS
(2018234838)

DATE OF SUBMISSION : 23rd MAY 2019

LECTURER’S NAME : DR. IDA IZUMI

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 TABLE OF CONTENTS

CONTENTS PAGES
Table of content 1
1.0 Introduction 2
2.0 Analysis: 3-27
-Part A (company background)
-Part B (product)
-Part C (price)
-Part D (place)
-Part E (promotion)
3.0 Conclusion 28
4.0 References 29

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1.0 Introduction
Cadbury is a global company and Cadbury Dairy Milk (CDM) is one of the world’s
largest confectionery company. They make chocolate, gum and candy brands. There are nearly
50,000 employees in over 60 countries and sell their products in markets everywhere around
the world.
Currently, Cadbury produce Dairy Chocolate Milk with a brand of milk chocolate
except in the United States which produced by Mondelez International. France are now
produced many of the newer Dairy Milk varieties and these products are sold in the UK. Dairy
Milk Line is produced with exclusively milk chocolate in every product.
In 1905, Cadbury Dairy Milk was launched in the United Kingdom for it first sold
products and now consists of a number of products. In June1905 in England, Cadbury made its
first Dairy Milk bar, with a higher proportion of milk than previous chocolate bars, and it
became the company’s bestselling product by 1914. George Cadbury Junior, responsible for
the development of the bar, has said “All sorts of names were suggested: Highland Milk, Jersey
and Dairy Maid. But when a customer’s daughter suggested Dairy Milk, the name stuck. “Fruit
and Nut was in traduced as part of the Dairy Milk line in 1928, soon followed by Whole Nut
in 19933. By this point, Cadbury’s was the brand leader in the United Kingdom. In 1928,
Cadbury’s introduced the “glass and a half” slogan to accompany the Dairy Milk bar, to
advertise the bar’s higher milk content.
In September 2012, Cadbury made the decision to change the shape of the bar chunks
to a more circular shape in order to reduce the weight. The bar had not seen such a significant
change in shape since 1905.
Since 2007, Cadbury had a trademark in the United Kingdom for the distinctive purple
colour (Pantone 2865C) of its chocolate bar wrappers, originally introduced in 1914 as a tribute
to a Queen Victoria. In October 2013, however, an appeal by Nestle succeeded in overturning
that court ruling.
Cadbury has always tried to keep a strong association with milk, with a slogans such as
“a glass and a half of full cream milk in every half pound” and advertisements that feature a
glass of milk pourting out and forming the bar. In 2004, Cadbury started a series of television
advertisements in the United Kingdom and Ireland featuring a human and an animal
(representing the human’s happiness) debating whether to eat one of a range of included bars.
In 2014, Dairy Milk was ranked the best-selling chocolate bar in the UK. The “milk”
part of the chocolate comes Ryan Ross.

2.0 Comprehensive Analysis

2.1 COMPANY BACKGROUND

In 1824, John Cadbury began selling tea, coffee and drinking chocolate in Bull Street
in Birmingham, England. From 1831, he moved into the production of a variey of cocoa and
drinking chocolates, made in a factory in Bridge Street and sold mainly to the wealthy because

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of the high cost of production. In 1847, John Cadbury became a partner with his brother
Benjamin and the company became known as “Cadbury Brothers”.

2.1.2 Categories/services of products they offer

 Cadbury Cocoa Essence

 Cadbury Easter Eggs
 Cadbury Milk Chocolate
 Cadbury Dairy Milk
 Cadbury Bourneville Chocolate
 Cadbury Milk Tray
 Cadbury Flake
 Cadbury Crème Eggs
 Cadbury Crunchie
 Cadbury Roses
 Cadbury Fudge
 Cadbury Picnic
 Cadbury Buttons
 Cadbury Curly Wurly
 Cadbury Wispa
 Cadbury Boosts
 Cadbury Twirl
 Cadbury Timeout
 Cadbury Fuse
 Cadbury Brunch bar, Dream and Snowflake
 Cadbury Schweppes

2.1.3 Company mission statement

 Cadbury means quality. “This is our promise. Our reputation is built upon quality; our
commitment to continuous improvement will ensure that our promise”

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2.1.4 Analysis on current business portfolio
 BCG Matrix of Nestle product
Market Share
High Low

STARS QUESTION MARKS

 High Market Share &  Low Market Share &
High Market Growth High Market Growth

Low
- Doing well, great - Don’t know what to do
opportunities. with opportunities; decide

Market Growth
whether to increase
investment.

CASH COWS DOGS

 High Market Share &  Low Market Share &

High
Low Market Growth Low Market Growth
- Doing well in no growth - Weak in market, difficult
market with limited to make profit.
opportunities.

Star: Cadbury had been able to generate a great deal of financial income from its chocolate
unit. Some of its high demand items are dairy milk brand. Therefore, it can be regarded as a
star for the company
Cash Cows: In the contemporary confectionary industry, Cadbury has experienced stable
financial growth through Bounville brand which has created a better sales outlook for the
company.
Question Mark: Cadbury Creme Eggs and Oreo cookies have not been able to create a strong
demand in the target market. The sales volume of this products has declined, pushing the
company towards financial problem.
Dogs: One of these products manufactured by Cadbury Company id bubble gum. According
to Manning (2009), the sales of gum has dropped up to 2% which shows changing consumption
of bubble gum in the target market. Another area is the market share of its cold beverages,
which have been underperforming products in terms of sales and revenue.

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2.1.4 Strategies on BCG Matrix Nestle product (SWOT Analysis)

STRENGTHS
WEAKNESSES
-high brand equity and top of the mind chocolate brand
-few controversies regarding advertising, worms etc made
-strong brand recall and customer loyalty
international news
-very succesful marketing and advertising campaigns
-few instances of product recall hampered Cadbury's brand
-wide variety of products on offer image
-strong R&D and innovation in chocolates

THREATS
OPPORTUNITIES
-health consciousness amongst people can reduce intake
-increase reach in rural markets
of chocolates
-acquiring competition can boost the market dominance of Cadbury
-increasing in cost of raw material

The possible developing strategies on current business portfolio

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Market Penetration:

(when a business offers its existing product to an existing market)

4 main objectives;
1. Maintain or increase the market share of the current product.
2. Remain on top of the market
3. Increase usage of current customers
4. Out shine competitors

In 2007, Cadbury launched a campaign advert called “Gorilla”. Under the “A glass and a half
production”. “A glass and a half of full cream milk in every half pound” advertisements that feature a
glass of milk pouring out and forming the bar.

Product Development:

(when a business improves and develops a product and sell it to the existing market)

Cadbury Dairy Milk Chocolate mixed with raisins and almonds.

Market Development:
(when a existing product is introduced to a new market)

Various ways to accomplish market development;

1. New geographical market

2. New distribution channel

3. New product packaging
4. Different pricing policies
Diversification:
(when a company introduces a totally new product to a totally new market)
Cadbury merged with drinks company Schweppes to form Cadbury Schweppes in 1969. This new
product and market could either be a profit or loss to Cadbury.

Cadbury is a trusted brand, which means many people expect high quality products from
Cadbury. Cadbury increased the number of customers they received because of its diversification.

2.2 Product

2.2.1 Level of product

a. Core customer value

Core product is intangible physical product. It represents the essence of the product. The
core product of Cadbury is on its taste which delicious, where it is use cocoas and milk as its
core ingredients.

b. Actual product

Actual product is tangible. The actual products turn the core product into a perceivable
set of characteristic. For example, the core product of Cadbury is cocoas.

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 c. Augmented product

The augmented product refers to the additional services provided by the manufactures
which come along with the product. It is non-physical part of the product. For example,
Cadbury provided description, ingredients and instruction of each product on the product
packaging.

2.2.2 Product / service offerings classification

Product and services categorized into two broad classes based on the types of consumers
who use them, consumer products and industrial products. For Cadbury, it be seen their used
consumer products.

a. Convenience products
Convenience products are inexpensive that requires little shopping effort, without a lot of
comparison to alternatives. A consumer buy frequently, immediately with minimal comparison
and buying effort. Convenience product can be divided into three subcategories:

1. Staple products-product that are bought on the most regular basis for regular use.
Chocolate providing chocolate, biscuits for breakfast and beverages.
2. Impulse product-product that are bought with a minimum planning or search effort.
Cadbury they doesn’t have this product.
3. Emergency products-product that are bought during emergency or critical
condition. Cadbury didn’t provide this type of product.
b. Shopping products
Shopping products are consumer products that are less frequently bought by customers. A
consumer usually compares in such attributes as suitability, quality and style. There are two
types of shopping products:

1. Homogenous shopping products-product that consumers see as being basically the

same. For example, product chocolate that produce by Cadbury which is cadbury
dairy milk and more are the same like others chocolate.
2. Heterogeneous shopping products-product that consumers see to differ in quality,
style, suitability, and lifestyle compatibility. For example, Cadbury provide boxes
of Cadbury Crunchie Rocks and Cadbury Milk Tray most common to consumers
based on the quality.
c. Speciality products

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 Speciality products are purchased due to their unique characteristic or based on their brand.
A consumer willing to make a special purchase effort although the product has high price.
Cadbury didn’t have this sort of product.

d. Unsought products
Unsought products are consumer product that the consumer either does not know about or
knows about but does not normally think of buying. For this product, Cadbury, didn’t provide
this product.

2.2.3 Individuall product and service decisions

There five stages individual product and services decisions.

Product Product Support

Branding Packaging Labelling
Attributes Services

a. Product Attributes

According to Fandy Tjiptono (1999:98-101), product attributes are product features that users
are aware of and are used as factors to encourage buyers or consumers to buy them.

i. Product Quality
The Cadbury Company pay close attention to the quality of the products they
produce. Cadbury emphasize taste of their products. The product of Cadbury
became the most lovable brand in India. Fit to their motto: ‘Taste the feeling’.
ii. Product Features
Unique and diverse product features can appeal to buyers or users. The
Cadbury Company prioritizes the taste of its products. They use a lot of cocoas with
milk that are preferred source of delicious taste on its products.

iii. Product Design

Product design is an external form of a product for the benefit of consumers
and producers. Cadbury products emphasize the importance of its product

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 design. For example, "Cadbury products of chocolate bar has successfully
modified the packing into three layers packaging which are aluminium foil.
Paper cover and plastic cover. The chocolate bar also available size and weight
such as 46g, 80 g, 95 g and 150 g.
b. Branding
Branding is one of the most crucial individual product decisions. A brand is a name,
term, sign, symbol, design or a combination of these elements that identifies the products or
services of one seller and differentiates. For example Cadbury the product of Bournville. If you
buy a packet of Bournville, you also buy a brand. Buying it because people know and value
the worldwide-known brand.

c. Packaging
Packaging involves designing and producing the outer cover of the product, such as
containers and wrappers. Cadbury use three layers packaging. Usage of gold foil to pack the
chocolate and paper wrap on top of it the the dairy milk main wrapper is used to pack.
Perforation on pack make it easy to tear. Cadbury also introduced special packaging for special
occasion such as Diwali in India.

d. Labelling
Labelling refers to visual labels, symbolic or textual information about a product for
product identification and reorganization. Environmental labelling is an important component
of Cadbury packaging strategy. It helps Cadbury consumers know what to do with their
packaging when they have finished with it. Cadbury labelling consists of information to assist
in identifying if the packaging can be recycled or how it should be disposed of. Each product
of Cadbury have Cadbury logo on its package.

e. Product Support Services

Individual product decisions also include product support services. Without doubt, support
services do also belong to the significant individual product decisions because they contribute
to the customer’s overall brand experience. The key is to keep customers happy after the sale
in order to build lasting relationships. For example, Cadbury, make a promotion based on their
product so that Cadbury has built lasting relationship. It is make the consumer of users Cadbury
stick with them. Cadbury motto: ‘Taste the feeling’ similarly focusing on the emotional
enjoyment of its product’s taste.

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2.2.4 Product line and product mix decisions

a. Product line
According to Kotler and Amstrong (2001), product lines are product line decisions
made by management organizations that produce several types of products but have the
same functionality and pricing, used by the same group of users and use the same
distribution channel.

b. Product mix decisions

Product width

Product depth

Single bar Block Bags and Drinks Biscuits

boxes
Fry’s chocolate Cadbury Cadbury bitsa Bournville Cadbury
cream bournville and wispa cocoa animals
Fry’s Cadbury dark Cadbury boost Cadbury Break bar
peppermint milk bites drinking choco melting
cream chocolate middle

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 Single bar Block Bags and Drinks Biscuits
boxes
Fry’s chocolate Cadbury Cadbury bitsa Bournville Cadbury
cream bournville and wispa cocoa animals
Fry’s Cadbury dark Cadbury boost Cadbury Break bar
peppermint milk bites drinking choco melting
cream chocolate middle
Fry’s Turkish Cadbury dairy Cadbury Freddo Break bar
delight milk bis taste crunchie rocks drinking melting middle
oreo crunch chocolate
Cadbury boost Cadbury dairy Cadbury dinky Highlights dark Brunch bar
milk decker chocolate choc chip
Cadbury Cadbury dairy Cadbury Highlights Brunch bar
chomp milk daim eclairs fudge raisin
Cadbury Cadbury dairy Cadbury curly Highlights Brunch bar
bournville milk crunchie wurly squirlies milk chocolate peanut
bits
Cadbury dairy Cadbury dairy Cadbury Hot chocolate Caramel
milk milk fruits and heroes instant biscuits
nuts
Cadbury Cadbury dairy Cadbury white Wispa drinking Chocolicious
double decker milk oreo buttons chocolate

 Width of product mix

Product range of Cadbury Company refers to the number of product lines marketed to
consumers. A large product mix can attract consumers in various market segments. Product
mix Cadbury Company consists of chocolate and beverage products, dairy products, and
biscuits products. The variety of products can attract consumers to choose without any
hesitation.

 Depth of product mix

The product mix depth refers to the number of product items found in a single product line. For
example, Cadbury provide dairy products such as multi cadbury dairy milk - daim, fruits and
nuts, jelly popping candy. The Cadbury company also provides drinks; cadbury drinking

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chocolate, highlights fudge and highlights milk chocolate. Apart from these items, Cadbury
Company also produces chocolate products that are always in the marketplace and are a
favourite of children, teens and adults. Chocolates like cadbury brunch peanut, cadbury double
decker and cadbury boost.

2.2.5 Branding strategy

Branding can be described as the personality of the product. It is defined by a variety of

mechanisms through which a brand is developed. When a company manages its brands it has
a number of strategies it can use to further brands creates.

a. Line extension
This is where an organization adds to it is current product line by introducing versions with
new features. For example, Cadbury product of cadbury dairy milk, first product is only packet
of chocolate with milk but Cadbury add some features to their product. Nowadays, cadbury
dairy milk has many flavour, such as cadbury dairy milk fruits and nuts, crunchie bits and oreo.

b. Brand extension
When a brand name is successful, marketers normally use the brand name extend into new
or existing areas. For example, product of chocolate bar by Cadbury commpany. They extend
the product to chocolate drinks and chocolate biscuits.

c. Multi-branding
The company decides to further introduce more brands into an already existing category.
For example, Cadbury, other branding is Cadbury Dairy Milk. It is one of the brand by Cadbury
has been produce.
d. New brands
An organization may decide to launch a new brand into a market. A new brand may be used
to compare with existing rivals and may be marketed as something new and fresh. For example,
dairy milk chocolate has a new brands and add new features to the product. New brands of
dairy milk chocolate are dairy milk Fruit and Nut, dairy milk Roast and dairy milk Almond.

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2.3 Price

In generally, pricing is where that the money charged for a good or service. For
example, an item of clothing costs a certain amount of money. Or a computer specialist charges
a certain fee for fixing your computer. Price is also what a consumer must pay in order to
receive a product or service. Price does not necessarily always mean money. Bartering is an
exchange of goods or services in return for goods or services. For example, I teach you English
in exchange for you teaching me about graphic design.

Price is the easiest marketing variable to change and also the easiest to copy. Pricing
important because it is determines the marketing budget. Pay-per-click marketing is getting
more and more expensive and increasingly larger budgets are needed to gather the required
traffic. A retailer pricing strategy determines the margin that is left on a product, which in its
turn determines the marketing budget that is available to promote that particular product. Also,
Pricing has a huge impact on the marketing efficiency. Being priced lower than competitors
typically increases the chance that customers buy their product. More specifically, a
competitive pricing strategy leads to higher click through rates, or CTR, and higher conversion
rates, therefore making the marketing campaigns more effective.

2.3.1.General Pricing Approaches

An essential component of value-based pricing is the necessity to determine the value

for the customer. In order to define the value a customer associates with a product, the customer
value model can be applied. This concept evaluates the economic benefits a product can offer
to the customer. For example, if business consultants determine their rates as a percentage of
costs saved for their clients due to their work, they apply value-based pricing. In this case they
calculate their rates depending on the benefits they generate for their clients.

1. Positioning pricing
Cadbury uses this method to position prices that are set which reflect the consumers
view of the chocolate bean.
2. Competitive pricing
Cadbury set a price roughly in line with their competitors. This will depend on the type
of competition that exists for the chocolate. It is particularly the number of seller and
the number of buyers.

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 3. Discount pricing
Cadbury is a competitive market which buyers should be able to obtain goods for less
than the advertised price. Many firms can be forced into price-cutting if they are short
of cash or need to increase sales quickly.

2.3.2 Product Mix Pricing Strategy

By-product pricing refers to setting a price for by-products to make the main product’s price
more competitive. It is the result of the fact that producing products and services often generates
by-products. Often, these by-products (as singly sold products) would not have any value and
getting rid of them is costly. This would then increase the price of the main product. But by
using by-product pricing, the company tries to find a market for these by-products to help offset
the costs of disposing of them and make the price of the main product more competitive.

1. Skimming pricing
With skimming pricing, these prices are set very high to take advantage of some peoples
desire for a new product or design at any price.
2. Economy Pricing
Cadbury comes out with different variants of their main products to reach out to a large
audience base. Cadbury dairy milk is offered in different sizes and is priced accordingly
just so as to cater to different customer segments.
3. Bundle Pricing
Cadbury sells multiple products at a lower rate that consumers would get if they
purchased each item individually. During festive times, Cadbury offers different
chocolates/products bundled together at a discounted price.

2.3.3 Price Adjustment Strategies

Companies must adjust their basic prices to account for differences in customers and
situations. There are seven price adjustment strategies: Discount and allowance pricing,
segmented pricing, psychological pricing, promotional pricing, geographical pricing, dynamic
pricing and international pricing. In this case study, I will focus only on Promotion pricing and
Segmented pricing.

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 I. Promotion Pricing

Promotional Pricing is one of the most powerful sales promotion techniques in which
the prices are reduced drastically for a short duration. It is also termed as On Sale pricing. This
helps to increase the demand for the product.

There are different advertising campaigns that Cadbury uses for promoting their products. The
brand has an eye for detail and majorly uses Emotional advertising campaigns to connect with its
user base and this has been the secret sauce for the Brand’s success.

Studies show that people rely on emotions, rather than information, to make brand decisions — and
that emotional responses to ads are more influential on a person’s intent to buy than the content of
an ad.

The brand also relies heavily on BTL promotion and uses Vernacular communication for promoting
themselves in different states and regions. The aim to use vernacular language and regional dialects
is to do beat the small regional competitiors and also to connect and engage with the audience in a
much better way.

Campaigns like “Kuch Mettha Ho Jaye” and ” You Earn It” worked very well for the brand. Have a
look at these gems from the brand.

II. Segmented Pricing

Segmented pricing occurs when a company sets more than one price for a product
without experiencing significant differences in the costs of producing or distributing the

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product. For example, a segmented pricing structure might be used by a business to take
advantage of pricing disparities observed between different geographical regions. Under
segmented pricing, they are four segmented pricing which are Behavioral, Psychographic and
Geographic.

Geographic: Cadbury segmented its market for rural, urban and semi urban.

Psychographic: Cadbury dairy milks product segmentation is done on the basis of size as bars,
small blocks and large blocks.

Behavioral: “for eating then and there” as its tagline and for gifting it to someone (celebration
pack).

2.4 Place

In the marketing mix, the process of moving products from the producer to the intended
user is called place. In other words, it is how your product is bought and where it is bought.
This movement could be through a combination of intermediaries such as distributors,
wholesalers and retailers. In addition, a newer method is the internet which itself is a
marketplace now.

2.4.1 Number of channel levels

 Direct

PRODUCER CONSUMER

In this channel, the manufacturer directly provides the product to the consumer. Internet sales
and one on one meetings are also ways to sell directly to the consumer. One benefit of this
method is that Cadbury has complete control over the product, its image at all stages and the
user experience.

 Indirect
PRODUCER WHOLESALER RETAILER CONSUMER

In this channel,Cadbury use an intermediary to sell a product to the consumer.

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  Wholesaler
Wholesalers are organizations that primarily distribute products from the manufacturer
or from the other intermediaries to other intermediaries. These intermediaries include other
wholesalers and retailers.
The hypermarket will buy the Cadbury’s product in a large amount from the
Cadbury company and then sell the product in their market. For example, the supermarket
will always buy product like Cadbury chocolate bar and cadbury chocolate biscuits as their
necessary needs in their business.
 Retailer
Retailers are intermediaries who are engaged primarily in selling products to end users.
End users purchase products for their own consumption. Just like wholesalers, reatilers buy
and take title of the products and earn profit margin from the selling price.

The Cadbury company has sell their product to the grocery store near the residential area
so that the resident can easy to buy their product. Other than that, Cadbury also sell their
product in the hypermarket because hypermarket always been choosen by all consumer.

2.4.2 Strategy used for its marketing intermediates

Cadbury channel is known to be strong with a good marketing and sales network for
channel distribution.

On top of it, Cadbury has strength of its brands and market position. Cadbury conducts
many marketing programs for its brand every year. Each marketing programme is accompanied
with Marketing Plan.

In India, Cadbury chose its brand ambassador Amitabh Bachchan for advertising of a
product.

2.4.3 Types of retailer / wholesaler that carry their products / services

2.4.3.1 Types of retailer

Retailer buy goods or products in large quantities from manufacturers the sell in small
quantities to the general public. Cadbury The Cadbury company has sell their product to the
grocery store near the residential area so that the resident can easy to buy their product. Other
than that, Cadbury also sell their product in the hypermarket such as ‘Giant’ and ‘Servay’
because hypermarket always been choosen by all consumer.

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2.4.3.2 Wholesaler

Wholesaler is a company or individual that purchases great quantities of products from

manufacturers and sell them on to retailers. For example. ‘Shopee’ in Malaysia and ‘Alibaba
Company’ in China is the wholesaler of cadbury products.

2.4.3.3 Services

Cadbury has an impressive of products that continues to expand drastically. Cadbury

publishing new release products and packages and introducing new interactive ideasto get their
customers personally involved with their business. Cadbury also hosts a various of charity
events to support several organisations such as Royal Children’s Hospital Good Friday Appeal.
Cadbury also provides good kowledge of their product to the customer.

2.5 Promotion

2.5.1 Concise analysis on their advertising strategy with example

2.5.1.1 Advertising By Telling

The Cadbury Company used this objective to inform buyers or their loyal customers to
knows about their new product releases that have been launched in the market. Cadbury is a
well known brand in the market and its fame describes its publicity and the further publicity
occurs during various interviews of officials of cadbury. Publicity for cadbury also occurs
during the launch of every new products and when the annual sale reports are published. Using
the power of Media and bloggers such as ‘Cadbury - candy blog’ to create follow-up
promotions.

2.5.1.2 Type of Advertising Media used by Nestle:

- Television
Cadbury applied this source for chocolate bar product like cadbury dairy milk, where Cadbury
has ditched iys ‘Joyville’ campaign in favour of a light-hearted portrayal of a man who is
prompted top lip-sync along to ‘on hold’ music by the ‘joy’ that eatinf Cadbury Dairy Milk
brings him. The creation of the Cadbury dominoes television advertisement is attracted as the
concept is fun and exciting.

- Internet

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Cadbury have their own website which is www.cadbury.co.uk. Cadbury also have their own
blog such as cadburyinternational.blogspot.com. Besides that, Cadbury also have their website
in each countries such as www.cadbury.com.au in Australia.

- Media
Printed media includes newspapers, magazines as well as posters.Cadbu
r y normally promotes their campaign “What’s your flavour, tell me what’s your flavour?”
through electronic media (TVC). Through the implementation on Facebook, participants are
more likely going to ‘like’ Cadbury Dairy Milk on Facebook. These give extra momentum and
followers to their campaign and Facebook account.

2.5.2 Concise analysis on sales promotion strategy with example

According to Kenneth E.Clow (2010) sales promotion is a short-term incentive used to promote
the purchase of products or services. Sales promotion provides many promotional tools such
as coupons, contests, discounts, premiums, trade shows and so on.
Cadbury provides many sales promotion for customer such as ‘Loyalty Programme’,
‘Contest and Sweeptakes’ where consumer will be grant a reward like camera and hampers.
Cadbury also provides coupons, promotional pricing as well as demonstration of their products.
In the small value of chocolate like E’clairs and Gems Cadbury has a time to promotion
the jadoo card offer by Cadbury was rocking among children. In this offr Cadbury gave a free
jadoo card with two E’clairs, the card had a picture of animal which could not be seen in first
look and that they why it was called jadoo card.

2.5.3 Public relation

Cadbury done a lot of things oer the years to promote the business itself and their products. In
2012, Cadbury planned to donate 2.5 million eggs to Australian charities over Ester. The
develop a public relations plan to raise awareness of Cadbury’s goodwill. They had lots of
media coverage which led to 58 pieces of coverage and articles posted in newspaper like Daory
Mirror.

2.5.4 Personal selling

Cadbury don’t use personal selling as they don’t have to. The closest that they to personal
selling is when they meet with big supermarket companies and wholesalers as well as their
shop at Cadbury World.

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2.5.5 Direct marketing

Cadbury use more social media in direct marketing. They focus on Twitter and Facebook.
Cadbury have number of different Twitter handles, some for different countries that they have
markets in @CadburyUK. @CadburyIreland and @CadburyCanada and also one specifically
for their tourist attraction @CadburyWorld.

Cadbury also have a number of Facebook pages, including their primary Cadbury UK
page, as well as separate of their most popular pages for Cadbury World and some of their most
popular brand products including Dairy Milk and Bournville.

Other than that, Cadbury also have own websites such as www.cadbury.co.uk. They also
direct marketing through newspapers, magazines and televisions.

3.0 Conclusion

The Cadbury Chocolates brand has moved from being perceived as a Chocolate for “younger
person” to choose their chocolates from for fun, enjoyment and love as well as for the “Elder
person” also professionals. This has been made possible not just by new packaging but by a
complete positioning strategy which changed the image of the brand and the perception who
can and should enjoy it.
This company project has demonstrated has proved to be extensive through and of great
benefit to the company in furthering its competitive advantages.
In this project, it possible to see the success of Cadbury’s in its indorse its strong
potential to continue to do well.

4.0 References

 How Cadbury Uses Social Media at http//linkhumans.com/cadbury/

 Cadbury dairy milk at http//prezi.com/m/5ltxee7p4aee/cadbury-dairy-milk/
 Our Products | Cadbury.co.uk at http//www.cadbury.co.uk/products
 Sales and Distribution of Cadbury at
http//www.slideshare.net/mobile/Agrawal_Bhavin/sales-and-distribution-of-cadbury
 Strategy Brand Management of Cadbury at
http//www.slideshare.net/mobile/chandan9211/strategic-brand-management-of-cadbury

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 Cadbury | Brand | Promotion (Marketing) at
http//www.scribd.com/document/172100917/Cadbury

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