D1- Evaluate the Effectiveness of the Use of Techniques in Marketing Products in One Organisation

The basic characteristics of the marketing concept that could be identified in Clare’s Chocolates are as follows:

Hershey’s and Cadburys are moving towards the premium chocolate market through the acquisition or upmarket launches (Zietsma, 2007). The profit potential present in this sector supported by its 20% annual growth rate make it very attractive for large organizations to come forward and avail this opportunity. There is a low threat of new entrants prevailing in this chocolate industry because of the high capital requirements and expected retaliation by current manufacturers. Current players in the industry also possess some barriers to entry for new entrants by maintaining economies of scales with their large production capacity and keeping their product differentiation with their specialized and novelty chocolate products. Even though there are low switching costs and easy access to distribution channels, but still the brand loyalty of the customers including the Rogers’ Chocolate itself make it harder for new firms to come into the competition.

Cadbury world could use secondary data effectively by drawing a comparison with other brands to find out how successful those brands are doing and to from there self-evaluate and adjust where necessary in order to improve.

Cadbury is a British multinational confectionery company wholly owned by Mondelez International since 2010. It is the second-largest confectionery brand in the world after Wrigley's. Cadbury is internationally headquartered in Uxbridge, West London, and operates in more than 50 countries worldwide. It is famous for its Dairy Milk chocolate, the Creme Egg and Roses selection box, and many other confectionery products. Cadbury was established in Birmingham, England in 1824, by John Cadbury who sold tea, coffee and drinking chocolate. Cadbury developed the business with his brother Benjamin, followed by his sons Richard and George. George developed the Bournville estate, a model village designed to give the company's workers improved living conditions. Dairy Milk chocolate, introduced in 1905, used a higher proportion of milk within the recipe compared with rival products. By 1914, the chocolate was the company's best-selling product. Cadbury, alongside Rowntree's and Fry, were the big three British confectionery manufacturers throughout much of the nineteenth and twentieth centuries.

Because of the amount of substitutes on the market, the premium chocolate industry is also has a high level of competition engrained in it. Rival companies with similar products consistently offer an alternative for customers.

Research has proved that humans have been consuming cocoa for over 2600 years from once upon a time being used as currency to becoming serious pirate loot to being the key ingredient along with sugar in producing chocolate today.

Objective #1 uses human memory as the main goal. Advertisers want consumers to easily recall the product. The goal is not only to recall the brand in question but to also become the first brand consumers will remember. Folgers uses a jingle in many commercials. This jingle is: the best part of waking up is Folgers in your cup. This is a jingle most consumers can recognize and associate with coffee. Using method B Folgers has offered a catchy line and repetition to consumers. This jingle should be considered a win for Folgers. The company has been using it since the 1980’s in a variety of different campaigns.

Cadbury uses market penetration strategies to keep people aware of their brand. They do this all in their current market. They do this by selling more to existing customers, like selling their products in multi-packs. This means that the customers can buy their products in larger quantities and it will encourage them to do so as they can have more of the product instead of buying it individually. They also use product development strategies such as selling new products in an existing market.

Moreover, consumers and employees are also demanding chocolate companies to follow good corporate social responsibility practices in addressing the environmental concerns in terms of how to design its packaging, procurement and operational decisions. Human rights concerns are also high in terms of consumer expectations of chocolate companies with respect of forced child labour in West Africa. All of these driving forces - societal concerns, attitudes and change in lifestyles, are strong enough to shape up the competition and impose the constraint on chocolate industry profitability and competitive survival.

Our California Institute of Advanced Management consulting team (BECK Consulting) looked into many different areas to gain helpful insight and information for Song & Meng, P.C. Our BECK Consulting group focused on four key areas: online marketing strategies, offline marketing strategies (specifically

Fortunately, Thornton’s does not operate in a highly saturated competitive environment, competing against such brands as Cadbury which are not targeted at the high resource consumer. After 103 years of operations, Thornton’s has managed to create a brand that stands out among lower cost, less quality chocolate products and has a reputation for superiority with many UK consumers.

Industry Analysis: Cadbury Schweppes (CS) is comprised of a global confectionery and beverage company. For the purpose of this case we will maintain our focus on the confectionery business and the assessment of adding to their sugar confectionery portfolio. CS is number three in the beverage business but see the opportunity to become the largest confectionery in the world. The categories are chocolates, sugar and chewing gum. At this time Adams is the number two sized in the gum business. This industry operates on “bigger is better in confectionery”. Their strategic discussions and ambitions appear to stay true, in mentality, to this mantra. This mantra could be potentially dangerous to the business. CS had a presence in over 70

Thorntons also expanded into the ice cream industry and introduced a children’s range. However, the new product lines lowered the image of the chocolates to simple “snacks” or “impulse buys”. In diversifying its product offerings, Thorntons was soon competing in a saturated market with big names such as Cadbury. Also negatively impacting the company was the fact that not all products were proven successful. Thorntons had little experience in the manufacture of ice cream and was soon producing multiple ‘mediocre’ products instead of several ‘superior’ products. Customers were no longer sure of the quality of Thorntons chocolate and as a result, sales performance was impacted. Although by offering a wide range of products Thorntons could have possibly appealed to a greater number of consumers (including teenagers and children), product offerings were not consistent and this demographic often preferred to stick with well known brands such as Cadbury or Nestle. Therefore, Thorntons’ image as a specialist “chocolatier” was seriously damaged.

This is a way to attract those people who eat chocolates on the move and also creating an image and recall value in the minds of the consumers so that even if they don't buy at least the name, logo would remain in their minds.

The service concept of Cadbury World is the form, function and overall purpose of the design and the benefits it will provide to meet the needs and expectations of the customers. By means of form, the overall shape of the service concept is the contemporary leisure experience to permanent exhibition devoted entirely to chocolate but also to have educational value and be guided by the spirit of the old tours. By means of function, the service concept operates in a way of servicing social responsibility and the desire to be a good neighbour. By means of purpose, the service concept is intended to satisfy the adults who fondly remember their childhood tours to Cadbury¡¦s factory visit, the requests from educational