01 Cadbury Marketing Strategy Assignment Sample
Here’s the best sample of 01 Cadbury Marketing Strategy Assignment, written by the expert.
Introduction
Confectionery industry is considered as a growing sector globally which includes larger competition. This is because chocolate and confectionery industry has been changing as per the consumer taste and preferences but its demand never goes down in any market. However, under Australia, confectionery sector have declined over the past years due to weak economic condition and fluctuation in the prices of key inputs liked sugar, milk and cocoa. But at the same time, there is no impact is identified over the demand of people towards the confectionery product. However, global confectionery market Size is valued at $184,056 million in 2015 and is expected to reach $232,085 million by 2022 (Berthon, 2012).
The current trend in this sector includes product innovation such as rise in gifting trend, retail market expansion and strong marketing campaigns etc. these areas are widely focus by the big confectionery companies like Cadbury. It is an UK based second largest confectionery brand in global market after Mars. It has a headquartered in Uxbridge and West London. Firm follows the current trend like Cadbury gift vouchers for the occasion. Besides that, it also involved largely on the promoting of product through use of multiple channels (Chan, 2013). But with the increase competition, it is important for the firm to analyse its current capabilities. This can be done through develop the marketing strategy of Cadbury for sustaining in competition over longer duration.
Project Objective
The project objective is to evaluate Cadbury current marketing strategy. It helps the firm to get the idea about the market trend and consumer taste and preferences. Besides that, project objective assist to develop a proper understanding about the Cadbury marketing strategy, product innovation and target market and many other aspects (Connelly, 2017). Based on the objective, it will become easy for taking right action in regards to retain the competitive position in global market. Hence, Cadbury will able to target its audiences easily and tapped the untouched market without making failure in them.
Project Scope
The project scope is quite broad as this analysis will help Cadbury in addressing some issues. However, the analysis of marketing strategy guides the firm that in which part it is lacking and need to bring improvement. Moreover, this study will also help the business to select new promotional strategy that helps Cadbury to increase its market share in developed market like Australia. Thus, this project will assist the firm to enhance its competitiveness so that strong threats can be provided to the competitor (Chocolate, 2018). On the other hand, this study will also prove to be effective for other companies in regards to develop the effective marketing strategy.
Literature Review
From the previous Literature review, it can be determined that Cadbury marketing strategy targeted to every age group by offering different product range. However, in the research of Dai (2013), it focused more on the advertisement channels, print media to promote the product.
Online marketing strategy
In the views of Lunn (2012), it is found that in the current time, social media marketing and online marketin are effective aspect of the marketing for Cadbury. It is because the company is achieving the good response by the use of these marketing trends in this competitive business environment. The social media marketing is latest trend of the marketing on which companies promote their products and brands on the different social media platform. In this, it is found Cadbury use Facebook, Twitter, Pintrist and Instagram. The use of the social media marketing tools allows Cadbury to target the large audience at a one time.
Sponsorship
Kalinovskaya & Obolkina (2015) conducted the research on the marketing strategy of Cadbury and found that company focuses on the sponsorship based marketing that provide the positive impact on the sales of the company. Sponsorship marketing is important in the marketing campaign of Cadbury to enhance the brand awareness of the company in the market. At the same time, Dai (2013) also found that Cadbury uses different tools to promote their brand at global business environment. Likewise, it is found that Australia market is the first importer of Cadbury and its now 60 years since then company exports chocolates to Australian market (Dai, 2013). According to the research of Douglas & Craig, (2011), it is defined that Cadbury Australia used 360-degree all-encompassing marketing campaign by focused on benefiting of sponsorship. In this, it launched its sponsor partnership with the Voice which is also couples up with the point of sale partnership with Woolworth.
In-store promotions and big brand campaigns as strategy
Other than that, the Cadbury Australia followed new multichannel campaign and in this, it moved into the live music and entertainment space. Douglas & Craig (2011), has defined in his study that sponsorship is the biggest pillar of Australia marketing strategy. For instance, Cadbury firm is also into the sponsoring the sport event at the Australia market. This facilitates more exposure to the wider audiences. Besides that, firm is also have involved in-store promotions and big brand campaigns. This strategy allows the Cadbury to direct interact with the target audiences and convince them to buy new offering of company.
On the basis of above marketing strategy, it can be illustrated that unique marketing strategy in Australia market helped Cadbury to achieve the market growth. This can be justified in the following manner.
The above mention graph clearly demonstrated that Australia chocolate consumption rate rises year by year and it will continue in future also. It provides the consumption rate of chocolates from January 2013 to December 2013 and from January 2015 to December 2015. The consumption of chocolate bars was 48% in 2013 and 52% in 2015, while consumption rates of chocolate blocks was 40% in 2013 and 43% in 2015. It is found that majority of chocolate (65% and 69%) is purchased by the Cadbury brand due to existences of best quality and proper marketing strategy. However, firm right marketing strategy helps to enhance the customer base and retention of existing target audiences.
Moreover, in the research of Juul, (2015) it is identified that Cadbury focused hard on the sponsorship and in-store promotion like use of banners and rakes etc, contributed towards the generation of interest into the brand. Besides that, firm online promotional activities could also consider as an important marketing strategy to capture the consumer more at attention towards the product (Juul, 2015). Therefore, these marketing strategies of Cadbury helped to accomplish market growth. In respect to reason behind the high growth rate in global market tend to be different offering of products like chocolate, beverages and Wafers and many more. Thus, different product portfolio is another major cause of increasing market share in across the globe.
High concentration on issues
From the existing Literature review, it is identified that there are various challenges and issues that influences the Cadbury operations in an adverse manner. Kalinovskaya, (2015) has also defined in his study that the increasing issue related to health is the main concern area for the people. In regards to this, Cadbury are criticized many at time due to high calorie and sweetness into the chocolate product like dairy milk. Besides that, less concentration on the healthy products of Cadbury is also considered as another limitation within which people are switching towards different brands. Thus, these emerging issues create a difficulty in terms to its sustainability. This figure demonstrates that Australia currently faced majorly issue related to obesity as compare to other countries. It is found that around 81% people are suffering with the obesity problem. This will give rise to the increasing health-related problem after consumption of chocolate or calorie-oriented product (Lunn, 2012).
Competitive analysis
According to Knezevic (2011), the increasing competition is another problem area for the Cadbury. This is because there are various existing top brands exist and new entrant is frequently increasing year to year. Existing top brand includes Mars, Nestle, Hershey’s, Ferrero and Dove etc. New entrant is Magnum, Snickers and battle bites that are coming in Australian marketing that will compete Cadbury.
Research Questions
Primary Questions:-
- What is the current marketing strategy of Cadbury in Australia market?
Secondary Questions:-
- What are the challenges faced by Cadbury
- How the competitors affect the Cadbury position in global market?
- What is the market growth of Cadbury?
- What are the negative effects of eating Cadbury chocolate at high quantity in the life of the children?
Research Design and methodology
In order to achieve the aim and objective of this research study, mixed research methodology will be used as concerning of the qualitative and quantitative research methods. The consideration on the research study will help to develop the theoretical understanding on the research study and research issue. At the same time, the consideration on quantitative research method will help of conduct survey and determine the findings of the survey. Moreover, data will be collected from the both data collection method such as primary and secondary. To select the participants for the survey, 30 employees of Cadbury will be selected by the help of the no probability sampling method.
Research Limitations
From the above research study, it can be identified that cost and time is the main limits of this study (Palinkas, 2015). The process of collect data, analyse and interpret it etc, is the process which takes large time to reach towards the end result. However, high time consumption includes large cost involvement. This tends to prove negative in terms to gain the valid result or outcome. Moreover, it is also found that there is no consideration of secondary method to collect the data (Nogueira, 2012). So this can affect the project result as Journal articles and online books can provide deep understanding about the Cadbury existing and current marketing strategy. On the Basis of this, researcher can analyse marketing strategy properly without making into it. Therefore, these are the limitation that will be faced during the implementation of project.
Time Schedule
This section involves the research plan that guides at what activities need to be done and at what time period.
| Activities | Schedule (Duration in days) | ||||
| Days | 1 | 2 | 3 | 4 | 5 |
| Introduction | |||||
| Project objective | |||||
| Project scope | |||||
| Literature Review | |||||
| Research Questions | |||||
| Research Methodology | |||||
| Limitation of study | |||||
| Conclusion | |||||
This research plan clearly demonstrated that Literature review part will take maximum time to prepare as compare to other activities. Thus, this table clearly present the activities and days in which it can be interpreted that what activity takes what days to complete the work (Nogueira, 2012).
Conclusion
From the above discussion, it can be concluded that Cadbury tend to be leader into the confectionery industry and it used different marketing strategy as per the areas. Likewise, sponsorship and in-store advertisement is used in Australia in order to retain target consumer interest. But it also faced lots of criticism in regards to increased obesity and health issue. However strong competition is another challenges for the firm. In regards to this, researcher will conduct the survey among the employees through random basis. This practice provides the relevant result or outcome of the project study. Thus, this study selected the small sample size in order to enhance the authenticity of project.
References
- Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business horizons, 55(3), 261-271.
- Douglas, S. P., & Craig, C. S. (2011). Convergence and divergence: Developing a semiglobal marketing strategy. Journal of International Marketing, 19(1), 82-101.
- Paliwoda, S., & Thomas, M. (2013). International marketing. UK: Routledge.
- Wu, C. W. (2011). Global marketing strategy modeling of high tech products. Journal of Business Research, 64(11), 1229-1233.
- Knezevic, B., Renko, S., & Pejic Bach, M. (2011). Web as a customer communication channel in the confectionery industry in South Eastern European countries. British food journal, 113(1), 17-36.
- Dai, J. S. (2013). Robotics and automation for packaging in the confectionery industry. In Robotics and Automation in the Food Industry(pp. 401-419).
- Kalinovskaya, T., & Obolkina, V. (2015). Substantiation of using wine-making secondary products as alternative raw material for confectionery industry. Уральский научный вестник, (4), 25-29.
- Lunn, W. R., Pasiakos, S. M., Colletto, M. R., Karfonta, K. E., Carbone, J. W., Anderson, J. M., & Rodriguez, N. R. (2012). Chocolate milk and endurance exercise recovery: protein balance, glycogen, and performance. Medicine and science in sports and exercise, 44(4), 682-691.
- Nogueira, L. D. P., Knibel, M. P., Torres, M. R. S. G., Nogueira Neto, J. F., & Sanjuliani, A. F. (2012). Consumption of high-polyphenol dark chocolate improves endothelial function in individuals with stage 1 hypertension and excess body weight. International journal of hypertension, 2012.
- Cadbury Chocolate. (2018). Company Profile. Retrieved from: https://www.cadbury.co.uk/
- Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K. (2015). Purposeful sampling for qualitative data collection and analysis in mixed method implementation research. Administration and Policy in Mental Health and Mental Health Services Research, 42(5), 533-544.
- Chan, Z. C., Fung, Y. L., & Chien, W. T. (2013). Bracketing in phenomenology: Only undertaken in the data collection and analysis process. The Qualitative Report, 18(30), 1-9.
- Connelly, T. (2017). Cadbury: ‘We’re sponsoring the Premier League to stay relevant with future generations’. Retrieved from: https://www.thedrum.com/news/2017/01/26/cadbury-were-sponsoring-the-premier-league-stay-relevant-with-future-generations
- Ng, S. W., Mhurchu, C. N., Jebb, S. A., & Popkin, B. M. (2012). Patterns and trends of beverage consumption among children and adults in Great Britain, 1986–2009. British Journal of Nutrition, 108(3), 536-551.
- Juul, F., & Hemmingsson, E. (2015). Trends in consumption of ultra-processed foods and obesity in Sweden between 1960 and 2010. Public health nutrition, 18(17), 3096-3107.
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