Cadbury Marketing mix Essay Example

a chocolate industry. This will help achieve the aim 'Profitably and significantly increase global confectionery share', as Cadburys are investing into a product, which they know is successful all over the world and therefore the extension products should also be popular all over the world.

Cadburys also have variety of products this is shown in section product 5 in task 3. There is a Cadburys Cri?? e Egg, which was made for the Easter season, however still does sell outside the season due to its delicious taste. This also shows Cadburys make festive products, even though I have not got it in my task 3, I'm assuming Cadburys make chocolates designed for Christmas. Product 5 also shows the different types of chocolates Cadburys sell. There are different types and flavours in chocolates; this attracts a wide range of customers. Product 5 also shows it's not just chocolates that Cadburys sell, as there is a Cadburys hot chocolate, it shows Cadburys are expanding.

Just like above this will help achieve the aim 'Profitably and significantly increase global confectionery share', as this is a recently new product which Cadburys have created and therefore this will increase of the rate of innovation. I am now going to talk about section price 4 in my task 3. It is a newspaper article from The Guardian, it states that Cadburys have lost share of the British Chocolate market after they raised their prices, however it does say in spite of this Cadburys claim that their products Dairy Milk and Cri?? me Eggs are in a double-digit growth.This shows that Cadburys have lost customers as they have increased prices for their products, I

know this because Cadburys have lost share of the British chocolate market.

This newspaper article also shows the popularity of Cadburys Dairy Milk and Cri?? me Eggs, as even though Cadburys have increased prices, these two products are selling very well and gaining a significant amount of profit. In contrast I am going to talk about section price 5 in my task 3. This is about Cadburys having a disappointing Easter as customers were put off by the price of Cadburys eggs.It states many customers turned to cheaper rivals rather than purchasing Cadburys eggs.

This was an error by Cadburys as they set the prices of their eggs to much that customer were put off and decided to buy from another brand. However this article also proves that Cadburys can afford a slip up now and then as it states a continued strong performance from Trident. This shows that Cadburys don't rely on just one product to be successful, if one product isn't successful; there are plenty of other Cadburys products that can get Cadburys a profit.These will help achieve the objective 'to increase our sales by another 5%', as since Dairy Milk and Cri?? me Eggs are selling so well, even though the others are not, Cadburys are still making a significant amount of profit. I will now talk about promotion.

On the CD I have used for my task 3. The CD contains a famous gorilla advert Cadburys have made. It's about a gorilla playing drums, this concept it weird; however this advert was a major success.Cadburys realise promotion is a key element for them to be successful, I know this because in

promotion 5, it states this advert was apart of a i?? 6. 2 million marketing campaign, this shows Cadburys commitment to promotion, they realise they need to advertise extremely well in order to beat competitors and make a greater profit than them.

Section Promotion 3 in my task 3 is about Cadburys booking a three-minute slot during 'Big Brother' final. This shows Cadburys didn't just put their advert on at any time.Cadburys realised 'Big Brother' is a very popular show and attracts millions of viewers, therefore Cadburys cleverly booked a slot for their advert to show, as they realise millions would be watching the show and therefore there is a high chance the advert is seen by millions of people. This shows that Cadburys have used their initiative by placing their advert in a time zone where millions of viewers would be watching television.

These will help achieve the aim 'Profitably and significantly increase global confectionery share' because they want to invest, innovate and execute.By investing into products Cadburys can find new ways to promote their products. This can be done globally and therefore increase Cadburys chances have selling abroad and consequently gaining more global confectionery share. I will now talk about section place 1 in task 3; it shows Cadburys products on the popular Internet website Ebay.

This shows that Cadburys products aren't just sold in shops, they are sold in a variety of places just like the Internet. This shows the popularity of Cadburys as their products are being sold all over. Section Place 2 in task 3 is about Cadburys in India.It states that Cadburys India ranks 8th in Cadbury Schweppes, behind

the UK, Australia, Canada and Ireland, as it states this, we know Cadburys also sell in the countries listed. This shows me that Cadburys are a producer; therefore the method of distribution is very important as it affects how their products are received and how it sells.

These help Cadburys to 'Profitably and significantly increase global confectionery share', as Cadburys are placing their products all over the world, as shown above, therefore they have a good chance of selling significantly and therefore increasing global confectionary share.Teams I will now talk about section teams 1 in my task 3. It is about Cadburys salmonella scare. Cadburys withdrew a million chocolate bars, which may have been contaminated with salmonella.

In order for Cadburys to do that, they must have worked as a team. If staff at Cadburys were not co-operating with each other and not working well as a team they wouldn't have been able to recall the chocolate and had someone caught salmonella, which would of most likely been the case, Cadburys would have been sued with a massive some above of money.Cadburys must have communicated well with each other in order to track down each chocolate bar and recalled them, as they where distributed all over the United Kingdom. Again section teams 2 in task 3 is about a similar story, Cadburys in had to recall products in China after a milk scare after finding it contained melamine.

Cadburys withdrew 11 products as a precautionary. Just like the salmonella scandal I mentioned above Cadburys must have worked as a well organised team, again if this was not the case and Cadburys didn't work as a

good team, they wouldn't have been able to recall the products.Cadbury board of directors being able to control and manage the world wide business of Cadburys again proves that they are working fantastically as a team, as Cadburys is very successful. Cadburys teaming up with schools also proves they are working well as a team.

Although it is named enterprise 1 on task 3. Enterprise 1 shows Cadburys working well as a team, as Cadburys where considering the re-launch of Wispa. In order to go through with this, they did market research. Which the marketing department would obviously do, therefore Cadburys worked as a team to help the re-launch Wispa.This will help Cadburys to achieve the aim, 'Nurture the trust of our colleagues and the communities in which we do business', as working well as a team is key to gain trust of employees of Cadburys.

Also is employees of Cadburys are working well as a team, as time progresses they will become more committed to Cadburys and therefore gain more trust in the business itself, as well as the people around them. Section teams 3 in my task 3 show the board of directors at Cadburys. It shows the different roles each director has and in order for them to succeed these roles, they work as a team.The board of directors have the highest ranked jobs at Cadburys, so therefore they are setting a good example to the rest of the business.

Enterprising behaviour I will now talk about enterprising activity that Cadburys have done. I will explain section enterprise 1 in my task 3. It is about the re-launch of Wispa chocolate which

was taken of the market by Cadburys a number of years a go; however an internet campaign, including website on Facebook and MySpace persuaded Cadburys to bring the product back.This is an enterprise risk, as Cadburys have bought back a product which before them felt did not have a market for and would not make them a substantial amount of profit. Cadburys have seen the campaign on the Internet and acted on it.

Section Enterprise 6 in my task 3 is about how Cadburys is going to launch Trident Gum to revive a depressed British gum market and take some of Wrigley's huge share of the national profit.This shows Cadburys have seen a possibility of making a profit in the gum market, however competing against Wrigley's is a massive enterprise risk as when Cadburys were about to launch the Trident gum, Wrigley's owned a massive 98. 4 percent of the national market. Section Enterprise 7 in my task 3, clearly shows that Cadburys launching Trident Gum was a major success. In the document, it states that Trident Gum is a very popular brand of gum in markets around the world. This also helps achieve the aim, 'Profitably and significantly increase global confectionery share', as Trident Gum is selling well globally.

Also Enterprise 7 also states that Cadburys are the second largest manufacturer of gum in the world, this clearly shows the success of Cadburys since the Trident Gum was only realised 2 years before this was produced, this shows Trident Gum was a huge success in a small amount of time. It also states that Trident Gum is the number one brand of gum in 11

countries; this shows that they are beating the largest manufacturer of gum, Wrigley's in 11 countries; this is a massive achievement for Cadburys.Also in the CD I have put in my task 3, there is the eye brow advert, this shows Cadburys have used enterprise behaviour as they suspected this bizarre advert would be a massive hit, and Cadburys were absolutely right. The creation of the gorilla advert was excellent enterprising behaviour, as it was a massive risk, as the advert would have been a massive success or a huge failure.

Cadburys realised this was the case, but had enough confidence in themselves to go along with this idea. This advert was a major success, and shows intelligent enterprising behaviour.This helps to achieve the aim 'Profitably and significantly increase global confectionery share', as this advert is shown all over the world, and was a success. Consequently, the income from all around the world increased. Conclusion This is a short analysis of the evidence I have gathered in my task 3.

Cadburys use the marketing mix, Place, Price, Promotion and Product to achieve their aims and objectives. Along with this they have to work well as teams and have to conduct good enterprising behaviour. The factors I have talked about above is just a small number of examples, they have done many more and are continuing to do so.