Cadbury
Cadbury's background
In 1831 John Cadbury founded his company Cadbury which has successfully covered and revolutionized the cocoa processing market since 1866. In 1969 Cadbury successfully merged with Schweppes. Today, internationally acknowledged as a reputable corporation with the acclaimed international status, Cadbury Schweppes PLC (hereinafter referred to as - Cadbury) successfully employs more than 50,000 people in 60 countries of the world.
The company is strategically positioned as the fourth top supplier of sugar confectionery and chocolate in the world. The most successful product promoted by the company since 1905 is ‘Dairy Milk' which has become the most popular moulded chocolate in the UK as well as internationally acclaimed chocolate bar in terms of revenue. Overall,
Cadbury's strategic success is due to three core pillars: high quality, sound advertising, and value for money.
1. Marketing Strategy Models
Cadbury strategically applies marketing models as a combination of activities to transfer its products to the end-customers. Vast variety of marketing activities requires proper management of to effectively promote products on the confectionary markets through marketing channels. In its strategic choice of appropriate marketing model, Cadbury emphasizes on such strategic issues:
• Connecting Cadbury with customers;
• Performing sales, promotions and advertising;
• Impacting Cadbury's pricing strategy;
• Influencing product strategy through willingness to stock, branding policies, and profit customizing.
The selection of the most advantageous marketing strategy for Cadbury depends on a number of factors. Thus, marketing strategy should be perceived as the designated action plan which will help Cadbury to reach its strategic aims and objectives. Cadbury's long-term marketing strategy (based on Ansoff matrix) concerns the launch of new chocolate brands and their promotion on the global markets. Alternatively, the company should win
In 1831 John Cadbury founded his company Cadbury which has successfully covered and revolutionized the cocoa processing market since 1866. In 1969 Cadbury successfully merged with Schweppes. Today, internationally acknowledged as a reputable corporation with the acclaimed international status, Cadbury Schweppes PLC (hereinafter referred to as - Cadbury) successfully employs more than 50,000 people in 60 countries of the world.
The company is strategically positioned as the fourth top supplier of sugar confectionery and chocolate in the world. The most successful product promoted by the company since 1905 is ‘Dairy Milk' which has become the most popular moulded chocolate in the UK as well as internationally acclaimed chocolate bar in terms of revenue. Overall,
Cadbury's strategic success is due to three core pillars: high quality, sound advertising, and value for money.
1. Marketing Strategy Models
Cadbury strategically applies marketing models as a combination of activities to transfer its products to the end-customers. Vast variety of marketing activities requires proper management of to effectively promote products on the confectionary markets through marketing channels. In its strategic choice of appropriate marketing model, Cadbury emphasizes on such strategic issues:
• Connecting Cadbury with customers;
• Performing sales, promotions and advertising;
• Impacting Cadbury's pricing strategy;
• Influencing product strategy through willingness to stock, branding policies, and profit customizing.
The selection of the most advantageous marketing strategy for Cadbury depends on a number of factors. Thus, marketing strategy should be perceived as the designated action plan which will help Cadbury to reach its strategic aims and objectives. Cadbury's long-term marketing strategy (based on Ansoff matrix) concerns the launch of new chocolate brands and their promotion on the global markets. Alternatively, the company should win