Marketing Strategy Of Cadbury: Case Study Of Cadbury

Study the market, its structure, identify attitudes and behaviours of consumers, this is the first step of marketing. Among the range of behaviours and characteristics of potential buyers, it is necessary to identify homogeneous groups or segments of customers, assess their importance and possible development.

Chocolate was first discovered in the 18th century and every child’s dream came true all over

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.

Caddbory Chocolates, a company that launched the first store in Melbourne in 2007, is a premier chocolate maker, marketer and Retailer of specialty chocolates around world. By 2016 Caddbory Chocolates has about 22 stores in Melbourne and more than 100 to all over Australia. Their product mix the finest cocoa beans at prices that the customers believe that represent value and price.

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

Cadbury is the third biggest employer in dunedin at at the busiest times of the year has approximately 550 workers with 200 being seasonal. These house holds rely on cadburys for their income so they can go about their life which will include buy groceries which every once in a while will include a block of cadburys chocolate.

This factor can be critically evaluated. Whereas, Apple mainly relies on factors related to technological innovations and development, Cadbury's main focus is on the taste of the chocolate. Thus, Cadbury often faces challenging situations because consumers can deal with the exclusion of technological advancements to some extent but they never compromise in the case of the taste of food. But, most experts agree on the fact that these companies have hardly ever taken or implemented a wrong decision. This is the reason why Apple and Cadbury are the leaders in their respective segments.

3) As we discussed above, the soft drinks are low involve product. The best way to promote is good attraction to let customers to make first buy and good taste to let the consumers make future purchases. However, all competitors and Cadbury ignore the most important channel for Ads, the exhibit position and the in store Ads.

Behavioural segmentation divides buyers into groups based on their knowledge, attitudes, uses or responses to a product. Many marketers believe that behaviour variables are the best starting point for building market segments.

The segmentation has been done on the basis of buying behavior of the customers. Knowledge of segment buying behavior can help redirect marketing resources for profit gain.

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

| Mondelez is advantageous due to its relation with Wal-Mart and convenience store (established through Cadbury and Milka). (Parnassus Digest, 2013)

In Britain there are 17 Cadbury and Schweppes sites. Ownership Cadbury is a public limited company. It has the opportunity to become larger than the other forms of private business organisation.

Cadbury insists that its products are placed on the cash counter;its design offers visibility, ease of vending, and protection from the elements. It is also placed in the most appropriate position to catch the eye of the impulse buyers.