The History Of Cadbury Chocolates Marketing Essay

The History Of Cadbury Chocolates Marketing EssayCadbury deep brown study is not very well in a few long time before. on that point was international acquisition between Kraft, vitiate, Nestle and Cadbury. As a result, Kraft won the acquisition which is successful to acquire ownership of Cadbury.In recent years, Cadbury instigates Daily Milk chocolate with victimization Youtube movie much(prenominal) as Cadbury Eyebrows. When this movie uploads to Youtube, it spreads faster in the world. The approximately especial(a) is dry land music. When everyone listen the music in everywhere, they must link up to Cadbury chocolate. Therefore, about of people pay much than attention on Cadbury this injury appoint and their wargons. .In the current market, there forget be intentiond trick up to analyze as belowStrength The illustrious brand give in the world including Hong Kong. The brand has almost 200 years history. In 2007, Cadbury promote new 10 carrefours which ar focus on legal and high class. In 2009, the Eyebrows movie has changed the Cadbury traditional styles to become trendy.Weakness Cadbury did not launch chocolate premium in special festivals which ar Valentines Day, Halloween ,Christmas and so on in recent years.Opportunities Cadbury drive out enlarge their market percentage in Hong Kong. They ro utilise open a specialty cop for merchandise chocolate harvest-feasts such as chocolate snacks, chocolate drinks, and chocolate cakes. They rouse do much forward motion uniform coupons, trial harvest-times for clients. Also, they bear define a cross over with Oreo chocolate cookies. Its toilet arouse the brand aw beness.Threat Cadbury chocolate was discovered some products collect salmonella and melamine in 2006 and 2008. It is enormous impact of the brand. Customers lost the confidence of Cadbury chocolates. Also, they do numerous competitors such as Kinder, Toblerone, Ferrero Rocher and the new(prenominal) chocolate pro ducts.1a.Competitive analysisIn Hong Kong, the briny competitor of Cadbury is Mars, Incorporated. They have famous products in Hong Kong such as MMs, Dove, Mars and Maltesers.Besides, they have five principles in their mission which be Quality, Responsibility, Mutuality, Efficiency and Freedom. They are using these five principles to give the best to customers and fulfill their needs. It can harbor the best dealinghip with customers.Moreover, there are using lots of promotion to their chocolate products. For exemplification, advertise on TV, magazines and posters. Also, network like Facebook and Youtube must be the main channels for exchange products.Furthermore, Mars, Incorporated has lots of product delimitate of businesss with good re frameation. Different types of product can match different types of customers. It allow be the strength of the brand to attract different customers. Also, the comp some(prenominal) would like to use resume to be celebrity endorsement to a ttract children to taint chocolate such as MM chocolate product use draw characters to promote. It is very successful.In the weakness, the brand mindfulness is not higher. Because of too umpteen product lines in the brand, so most of customers only know the line of the brand. They dont know the head of the brand is Mars, Incorporated.2.Cadburys Marketing StrategyCadbury is using marketing fuse as their marketing strategy. Marketing potpourri can bidding four tactical marketing tools which are product, price, place and promotion in order to produce the response it wants in the target market. Cadbury can do everything to influence the demand of those chocolate products.Cadbury furnishs different flavor of chocolate to the children and their parents, for example milk chocolate, dark chocolate, fruit and crackpot chocolate and whole nut chocolate. They are provided with high forest as Cadbury launched the Cadbury Cocoa Partnership, developing deep brown farms in Ghana, India, Indonesia and the Caribbean. These places are suitable for the cultivation of chocolate beans, and therefore Cadbury can control the quality of cocoa beans to produce chocolate products. There are different case of the chocolate products such as boxes, bags and bars. So that customers have many choices on choosing the type of case and flavors, and all the products are interchange at a lower place Cadburys brand name with purple packages.Besides, Cadbury use apostrophize-based pricing to specialize the chocolate products. They set the price based on the monetary values for producing, distributing, and selling the products plus a fair rate of return for its effort and risk. Sometimes, they will offer some brush offs to reward customers for certain responses. The forms of discounts include cash discount and quantity discount. They would like to depress price of the chocolate products or purchase large volumes with price reduction to buyers. Such discounts provide an incentiv e to the consumers to buy more.About the promotion mix they use are advertizing on TV and magazines, sales promotion and public relations. Cadbury can promote their products done these channels, bringing the cognitive content share the joy today to the potential customers, circulate customer value and build a loyalty relationship with them. In the London 2012, Cadbury is one of the sponsors in this event, creating the sports and stripes event to bring the ignition of London 2012. Also, Cadbury created a athlete team that can be apply across the business to motivate and inspire.Cadbury chocolate products sell in the gismo store like 7-Eleven, Circle K, Vingo and supermarket. These places are the consumers most likely to shop. Cadbury is using intensive distribution strategy, stocking the chocolate products in many outlets. As a result, these chocolate are available in everywhere when consumers want them so as to provide brand exposure and consumer convenience.3.Branding Strateg yCadbury is using line extension strategy to apply the products it sells. Cadbury is likely to acquaint the additional items in a given product category under Cadburys brand name, such as new flavor( milk, dark chocolate, fruit nut, caramel, truffles), forms, colors(purple), ingredients( vegetarian, nut-absent, Gluten-absent) or package sizes ( bags, bars, boxes, tins). report extension brings more benefits for the firms and consumers. For the Cadbury, they mightiness introduce new chocolate in a lower cost and lower risk way. Also they might want to meet consumer desire for variety, use excess capacity or simply to command more shelf space from re traffickers, giving more choice to consumers. On the others, there might be self-cannibalization and consumer confusion if the added chocolates have no differentiations from customers perspective.4.Product marketing4a.Point-of-purchaseCadbury chocolates are selling in the supermarkets and convenience stores. There are many types of Cad bury products. Locations are large and rent is lower. Some stores are located near residential areas.4b.Product Life-Cycle StageCadbury chocolates are in the due date stage. They have brand loyalty because of the long history of the brand. However, some products are launched a long time. It will go to decline stage. Therefore, it needs to do more sales promotion and face-to-face selling to retain customers.4c.Product uniquenessCadbury chocolate products have point-of-different. Their unique point is Cadbury chocolates using Green packaging and Fair-trade. About green packaging, they are using packaging design and dissolution strategy. They have environment concern such as using paper, posting and cellulose film materials to make their product package. It can achieve substantial development. Also, Cadbury dairy farm Milk has announced the investment plans for its first Fair-trade social premium to cocoa farmers in Ghana. The packaging also has the fair trade label to give tongu e to that producers have better living condition and consumers can use lower price to get the products. It is good for both parties in the business.5.promotional MixPromotional mix refers the basic tools used to accomplish an governings communication objectives. The promotional mix has included six elements advert, comport market, profit marketing, sales promotion, public relations and personal selling. Each element as an integrated marketing communications tool that plays a distinctive role in an IMC program.Advertising refers any pay form of nonpersonal communication about(predicate) the organization, product, service, or estimation by an identified sponsor. The nonpersonal component promoter that advertizing involves hoi polloi media such as TV, poster, magazine that can transmit a message to large groups of individuals at the same time.Direct marketing refers organizations fetch right off with target customers to generate a response, it involves different activities suc h as direct selling, database management and direct response advertising through direct mail, the profit and broadcast.Internet Marketing refers the interative media allow for a back-and-forth flow of instruction whereby users can participate in and modify the form and content of the information they accept in real time. The new media allow users receive and alter information and juts, respond to questions and make purchases. For the internet, the interactive media include interactive television and nomadic phone.Sales promotion refers marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales. earthly concern relations refers the management function which evaluates public attitudes, identifies the policies and procures of an individual or organization with the public interest, and executes an action to earn public understanding and acceptance, it is aims to establish and take a po sitive digit of the company for the publics. Personal selling refers a form of person to person communication in which a seller attempts to assist prospective buyers to purchase the companys product or service or to act on an ideas.Cadbury used advertising, Sales promotions, Public relations and internet marketing to promote their companys product. For the advertising, Cadbury has poster in MTR and in store vaunting at different supermarkets.The advantage of advertising is low promotional cost for the company, the interesting and beautiful poster or the in store let on can attract customers attention. Also, the poster can let people guide a long time to know more the products details. The disadvantage of the advertising is it only can deliver a brief message about the product, it may only have a short term reminiscence in customers mind. Moreover, the poster commonly needs a larger place. Sometimes, it is demanding to find a suitable place for the companys poster and the post er is well to be impaired by the human destruction or the brook condition.For the sales promotion, Cadbury has promoted the coupons and sweepstakes for the customer. For example, if the customers buy at least three products, it will have discount to buy the product. Also, Cadbury would holds some sweepstakes with other companies for the customers, the award will be concert tickets or some special drinks provide by other companies.The advantage of sales promotion is it can appeals price sensitive to consumers and offer discounts without retailer cooperation. Also, the promotional activities will easily attract the customers buy more products and it may motivate non target group customers try to taste the product and encourage customers buy the product again. The disadvantage of sales promotion is the cost will increase and low redemption rates. It often used by loyal consumers who would purchase anyway and hard to tell how many consumers will use them and when. Consumers only focus on sweepstakes, not brand. Sometimes, it may misredemption and histrion such as customer redemption for a product or size not specified on the coupon.For the public relations, Cadbury has a sponsorship with the exceptional 2012 in London. The advantage of public relations is it can enhance the companys brand awareness for the customers, It will increase the brand visibility. The disadvantage of public relations is it cannot deliver the products message to customers and the cost of sponsored usually be high.For the internet marketing, Cadbury has Facebook fans pages and Apps in the smartphone play store to provide the latest product information to the customers. The advertising of the internet is target marketing and information admittance. Target marketing means the Web is the ability to target very specific groups. Information access means the customers can find the products information in the website.The advantage of internet is two way forms of communication. Also, it offers the capability to more closely and precisely footprint the effects of advertising and other types of promotion. The disadvantage of internet is customers may lose of motivate to find the advertisement to know the details of product.6.Media MixMedia mix refers a wide variety of media and media vehicles are available to advertisers. The characteristics of the product or service, the size of the budget, and individual preference are some factors to determine what combination of media will be used. According to different promotional situation, the companies will use different promotional strategy such as TV, coupons and internet. TV is the most effective medium, coupons can stimulate customers to buy the products, Internet can swear out customers to find the in-depth information.Cadbury has some advertisements on TV. The advantages of TV are creativity and impact, coverage and cost effectiveness, enslavement and attention, and selectivity and flexibility. For the creativity and im pact, TV has provided a platform for presenting the advertising message. The sight and sound are creative and it can convey the brands image to develop the entertaining appeals that help make a dull product appear interesting. For the coverage and cost effectiveness, the advertising of TV make it achievable to reach large audiences, the companies with widespread distribution and availability of their products use TV to deliver their messages at a low cost, it is very cost efficiently. For the captivity and attention, even to increase in viewing options and the automatic devices have do it easier for TV viewers to avoid commercial messages. However, the remaining viewers are devoted some attention on the advertisings messages that means the TV advertising have an effect on consumers mind through the repetition and slogans. For the selectivity and flexibility, with the harvest-time of cable TV, the advertiser can refine their coverage further by appealing to groups with specific in terests such as sports, news or music. The advertisers can adjust the media strategies of different geographic markets through local advertising in specific market areas and the advertising can run repeatedly of special occasions.The disadvantage of TV is high cost of buying airtime and producing a quality commercial. The geographic selectivity is a problem for local advertisers, TV still cannot offers as much audience selectivity as magazines or direct email for stretching precise segments of the market. The advertising of TV usually take out nothing real for the viewer to consider because the time of advertising become shorter and shorter. Moreover, the audience usually did not watch TV in advertising time, they may leave the room to go to the bathroom or get something to drink or eat. Sometimes, the audience may change TV channels to avoid the advertising.7.RecommendationFor the personal selling, when the Cadbury launch new product, they can recruit some short-term promoters t o promote the new product.Also, the company can launch more promote events such as free tasting, It can attract the new customers. For the public relation, Cadbury can create more sponsorship with other sports competition and charity to increase the companys image and visibility.Also, the company can have celebrities endorsement, the company can use cartoon characters, famous stars to attract target customers. For example, Johnny Depp, he is a famous film called Charlie and the Chocolate Factory, the theme of this movie is perfect match with Cadburys product.8.Conclusion by and by doing the project, we discovered the products in Hong Kong are different from United Kingdom. Compared with Hong Kong, Cadbury is offer more products in UK. There are many types of chocolate products with different package in UK, for example truffles, hazelnut, peanut, toffee popcorn, Oreo chocolate and chocolate drinks. The packages are tins, boxes and bags. However, Hong Kong without these products/Besid es, the Cadburys products in Hong Kong are lack of creative packaging. They will not put more effort on designing the package during Halloween, Christmas, Chinese refreshed Year and Easter. Thus, it cannot attract customers for buying and have no incentive on it. Moreover, Cadbury lack of direct marketing to communicate with consumers although they have advertising on TV, magazines and poster.As a result, there are some improvements. Firstly, Cadbury can introduce more products in a new product line by using brand extension. They can launch a new product or modified products in a new category under Cadburys brand name like chocolate drinks or chocolate ice-cream. From the customer perspective, they will be faster acceptance because Cadbury has long history and well-known(a) in making chocolate. Also they can increase brand exercising rate, increasing the frequency with Cadbury the consumer is consumed and making it easier to use and reduce the disincentives for use like sugar-free chocolate. Therefore, it can attract more customers to aware and buy it as the product is innovative and creative.In addition, Cadbury can operate a retail shop to sell their own products, decorating the store as a fairy rehearsal and offering chocolate cake and chocolate drinks. So that customers can jollify the use of these services and enhancing the brand awareness.Furthermore, Cadbury can be more unvoiced on Hong Kong markets since Hong Kong market as the strategic point to enter china market, to be easier to enter China market in the future.Finally, promotion is sort of important for Cadbury building its recognition. Since Cadbury can use promotional tools to persuasively communicate consumer value and building relationship with them. They cannot only have advertising on broadcast media and magazines. They can also have point-of-purchase advertising, display the chocolate products in the store shelf, thus reaching more customers and they can be aware of it. Outdoor advert ising is also suitable. Signs on buses or MTR can be draw customers attention.Cadbury is the largest chocolate company in the world. We think that Cadbury do not only concentrate on the Americas markets since Asian and European markets are important to develop.