Marketing Background And Marketing Analysis Of Cadbury

|market, according to Winer and Dhar “Positioning takes the competitive advantage and plants in the mind of customer so that it is clear what |

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.

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.

In 1894, when the chocolate was first created it was being made as a coating for caramel. In 1900 the company began producing milk chocolate in bars, wafers and other shapes. Milton Hershey made a luxury item into something that everyone can afford. An early advertising slogan described this product as “ a palatable confection and a most nourishing food”

Have you ever picked up a chocolate milk and wondered if it is really good for you? Well I have, and I have the facts that support it.Chocolate milk is sweetened cocoa-flavored milk. It can be created by mixing chocolate syrup with milk from brown cows.Chocolate milk has many detriments because each cup has around 2 to 7mg of caffeine, it has 27g of sugar in it, and kids are at a higher risk of diabetes.Even though there are benefits to drinking chocolate milk, the detriments outweigh them.

Eventually, the globalization of cocoa beans brought an idea to the minds of two young men in the 1800s. According to an article “The Creation of a Company Culture: Cadburys” by Charles Dellheim, the start of Cadbury wasn’t even chocolate. Instead, John Cadbury, the founder of the company, traded tea and coffee in Birmingham which later grew to become a factory process. However, when his sons George and Richard Cadbury took over, the company was already dwindling and on the verge of collapse when they ingeniously changed the product from tea and coffee to cocoa and chocolate. They also changed the process of cocoa making and utilized the Dutch process to make the chocolate taste better and it resulted in a much higher quality chocolate (Dellheim, 17). Even from the very start, the Cadbury company might not have succeeded without globalization, as it was the Dutch process of chocolate-making that allowed the British firm to really take off in the mid-19th century, with its signature Dairy Milk bar released in 1905. The family-run business gradually expanded over the years throughout England and then built its first overseas factory in Australia in 1919. This was during the modern period when other brand names such as Coca-Cola, Remington, and Campbell started making themselves known on the global market

The problem is that many of those people only think and talk about the brands with way more sugar, food coloring, and less protein, and almost no vitamin A, D, and E. The better brands have lots of protein almost no added sugar, lots of protein, vitamin A, D, and E . As I already said, chocolate milk is like a sports drink improve. I believe that chocolate milk will be the new generations creamy chocolaty delicious sports drink/vitamin drink. Chocolate milk is truly full of vitamins.Dietist Ms.Dobbins calls chocolate milk “Nutrition In Disguise” She calls it so for the nutrients in it. Chocolate milk was once known as a highly unhealthy drink. That is changing quickly. people are drinking chocolate milk more than ever because many people found out about its benefits. People know that chocolate milk contains sugar but what they don't know it the tiny amount of it, most people think there is a lot of sugar in chocolate milk. Chocolate milk helps with getting children to drink milk, muscle recovery and getting children the vitamins that children

Have you ever thought about taking chocolate milk off the menu? If you haven’t, you should. According to Hemi Weingarten from www.huffingtonpost.com, “Anyone who has children knows that a kids attraction to sweet is like a magnetic force. So if adding some sugar and flavoring is the vehicle to get kids drinking milk, it makes sense that we all raise our hands for chocolate milk.

is still new to the customers and it will take time for the snaps to

One of the biggest strength of Cadbury is that it is a world leader in chocolates.

company with almost 200 years of heritage (founded in 1824). Unlike Kraft, Cadbury has maintained a disciplined approach to their business and remained in the realm of their core market. This focus on their core product market (chocolate and confectionary), has enabled them to refine their business practices in order to produce a consistently high quality product, in a highly efficient and cost effective manner. As a result of these efficiencies, Cadbury is one of the best performers amongst their competitors, reporting gross margins of 45.6% (compare this with Kraft’s gross margin of 35%). Since Cadbury focused on doing one thing well (chocolate and confectionary), this gave them the ability to penetrate emerging markets effectively (44% of Cadbury’s revenue came from emerging

Television, the print media and posters have been the main medium of communication for Cadbury’s advertisements. However, with their understanding of the characteristics of the Indian market, Cadbury has additionally examined a number of better approaches for communicating the desired information to the final consumers.

Cadbury makes markets and offers one of a kind brands which offer joy to a large number of individuals around the globe consistently. Cadbury 's Vision is to be the greatest and best ice cream parlor organization on the planet. One of Cadbury 's Strategic objectives for 2009 to 2011 is to build piece of the overall industry of the worldwide confectionery market, with income

Positioning is an advertising idea that blueprints what a business ought to do to market its

4. Hooley, G., Piercy, N. and Nicoulaud, B. (2008). Marketing strategy and competitive positioning. 1st ed. Harlow: Financial Times Prentice Hall.