1.1 Company’s Introduction2
1.2 Mission Statement 3
2.1 Outline of Report4
3.1 Marketing Report for Cadbury
3.2 Current Market Analysis5-7
3.3 BCG Matrix 8-9
3.4 Igor Ansoff Matrix10-11
3.5 SWOT Analysis12-13
3.6 Product Life Cycle14-15
3.7 Porter’s Generic Model16-17
3.8 Marketing Mix18-20
4.1 Evaluation and Recommendation21-23
5.1 Research, references and bibliography24
Cadbury Schweppes Plc.
Cadbury Schweppes is one of the biggest beverage and confectionery companies in the world. With a history stretching back over 200 years, today Cadbury Schweppes’s products are enjoyed in almost every country around the world.
Their heritage starts back in 1783 when Jacob Schweppes perfected his process for manufacturing carbonated mineral water in Geneva, Switzerland. And in 1824, John Cadbury opened in Birmingham selling cocoa and chocolate. These two great household names merged in 1969 to form Cadbury Schweppes plc.
The products of Cadbury include brands such as Cadbury, Schweppes, Halls, Trident, Dr Pepper, Snapple, Trebor, Dentyne, Bubblicious and Bassett. The company employs over 70,000 people. Concentrating on the core brands in beverages and confectionery since the 1980s, the company has strengthened their portfolio through almost fifty acquisitions, including brand icons such as Mott's, Canada Dry, Halls, Trident, Dentyne, Bubblicious, Trebor, Bassett, Dr Pepper, 7 Up and Snapple.
Cadbury’s Mission Statement:
Cadbury Schweppes Plc.
I.Current Marketing Situation
Benchmarking against the competitors and
Assessing the dimension of competition
II.Analysis of current situation
Boston Consultancy Group Approach
Igor Ansoff’s Growth Strategies
III.The Product Life Cycle
IV.Porter’s Generic Model
V.Marketing Mix: 4P’s and 4C’s
VI.Evaluation and Recommendation
Current Marketing Situation
For Cadbury Schweppes, the key competitors in the market are: Mars, Hershey, Wrigley, Nestle and Kraft. The confectionery market for Cadbury is highly competitive. In various markets it competes with the regional companies, the national companies and even the multi-national companies. Cadbury not only has to compete in the terms of quality and taste but it also has to compete for the price of the products.
Cadbury is the world’s leading confectionery company according to its sales. It holds 9.90% of the total share in the global market with Mars being a close competitor having 9% of the total share. The chocolate confectionery is mainly a branded market. Four other companies (i.e.: Mars, Nestle, Hershey and Kraft) sum up to 43% of the world market. Cadbury Schweppes holds 7.50% of the total share. It has been built up by having strong positions in the UK, Ireland, Australia, New Zealand and India.
The candy market is noticeably more fragmented, with a greater presence of the regional brands and private label products. But Cadbury Schweppes has 7.20% of the global market share, which makes them the global leader.
Gum is also a branded market. It is more global in nature with brands and products more consistent across places. Wrigley account for the maximum, 35.90%, of the total global share for gums. Cadbury’s strong position in number 2 is built on strong market shares in the Americas, part of Continental Europe, Japan, Thailand and South Africa. The fact that no Global Confectionery Market report would not be complete without the Cadbury-Schweppes brand included proves the extent to its dominance in the market.
Global Confectionery Market Share in the Year 2005