Cadbury is an international confectionery company that is based on British. The company is owned by an American Company called Mondelez International that was originally called Kraft Foods. The company is the second largest brand of confectionary after Wrigley’s. All the confectionaries produced by the company have a name Cadbury on them. The product packaging is appealing and has blue colors on them. The shape of the product is easily distinguishable from those products produced by the company competitors. Every Cadbury product must have the company logo on it which is a labelling strategy the company applies.
The target market for the company is large enough. Cadbury products are tailored to cater for every age and gender. For instance, chocolate is one popular brand produced by the company. There is no specific age or gender does the company target when undertaking marketing strategies for this product. This is because chocolate consumers can be the young, old, male or female. The company faces stiff competition from other confectionary manufacturers such as Wrigley’s, Nestle, and Hershey’s. Cadbury tailors its products to meet the needs and wants of each and every consumer. For example, the company produces a wide range of chocolates. Some of them are chocolate hazelnut, plain chocolate, and fruits and nuts. This indicates that customers are presented with a wide range of products but falling under the same category; they can choose from to maximize their utility.
The unique selling point used by the company is that they produce the number one chocolate brands across the globe which have lots of variants that run from roasted almonds and crackle, eclairs, as well as fruit and nut among others. The marketing objectives of the company aim at increasing awareness of its products to the consumers. The strategies increase the level of information that consumers have on the existing company products as well as the newly released products to the market. Secondly, marketing strategies are meant to retain and encourage new consumers to try Cadbury products. The most important thing for the company is to ensure that all its current customers remain loyal and always consume its products. The other important thing is to ensure that apart from making customers remain loyal, they bring on board new customers. This has assisted in increasing the market share of the company.
The pricing objectives are set accordingly. To retain customers and ensure that it makes profits, the company charges an average price for its products. The price not too high or too low when compared to that charged by its competitors. Actually, in most scenarios, Cadbury products are cheaper and of high quality. Some internal and external factors are considered while setting these prices. Internal factors considered include prices charged by suppliers, the cost of maintaining machines used in production, the number of workers, and the cost of transportation to various outlets. External factors include prices charged by competitors and the demand in the market.
Cadbury targets all the age groups. Those in the upper, middle, or lower classes. Location and positioning of the company are unique (Fitzgerald, 2005). Cadbury selling stores are found in every neighborhood across the globe. There are many intermediaries from wholesalers to retailers who are involved in ensuring Cadbury products reach all consumers.
The company employs various forms of a promotional strategy to increase sales. Some of the strategies are push strategies, pull strategies and hybrid strategies. The most important steps that the company needs to follow to ensure it beats its competitors include, production of quality products, vigorous advertising, effective use of promotion strategies, and lastly fair prices for its products (Wood, 2003).
References
Fitzgerald, R. (2005). Products, Firms and Consumption: Cadbury and the Development of Marketing, 1900–1939. Business History, 47(4), 511-531.
Wood, M. (2003). The marketing plan. Upper Saddle River, NJ: Prentice Hall.
