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Marketing Plan Report Student’s Name Professor’s Name Course School Affiliation Date of Submission Word Count: 1113 1 Marketing Plan Report: Cadbury Chocolate and Snacks Introduction Cadbury Chocolate and Snacks, given by Cadbury Schweppes PLC, introduces a beautiful assortment of chocolate products and snacks to meet the needs of consumers looking for sweet pleasure. This product responds to the persistent need for high-quality, premium snacks by offering a practical and pleasant option, addressing a significant market need. The remarkable pairing of rich, creamy chocolate with a variety of delectable snack options makes Cadbury chocolate and snacks stand out from the competition (USP). This special combination distinguishes them from rivals which guarantees a singular flavor experience. The target market includes a wide range of chocolate lovers, including romantic couples, young white-collar workers, and children. However, despite the company targeting all three categories, the main focus will be on women and children, who are the main consumers of the products. Situation Analysis SWOT Analysis • Changing consumer preferences • Health concerns •Strong brand reputation •Wide distribution network •Product quality •product Portfolio Strengths Weaknesses Threats Opportunities • Premium chocolate and snacks market • Diversification • Global expansion • Intense competition • Regulatory changes • Consumer health concerns Figure 1: Cadbury Schweppes PLC’s SWOT Analysis Strength and Opportunities (S-O Strategies) 2 The company can successfully enter the expanding premium chocolate and snack sector by using Cadbury’s strong brand and dedication to making high-quality chocolates. The cornerstone of a marketing campaign can be Cadbury’s tradition of quality and craftsmanship, highlighting its alignment with the demand of the premium category. This plan makes use of external opportunities while building on Cadbury’s advantages. Additionally, launching a premium line of chocolates and snacks that meets the changing preferences of health-conscious consumers while upholding the Cadbury quality standard is entirely in line with these goals. This strategy uses Cadbury’s current advantages to enter the booming market for luxury indulgences. Additionally, Cadbury has a competitive advantage in accessing a large customer base thanks to its vast distribution network. To capitalize on this advantage, the business can actively broaden product distribution into developing countries or areas with rising demand for high-end decadent delicacies. Cadbury provides great awareness by forging strategic alliances with retailers and securing prominent shelf space and displays for the new chocolate and snack goods. Cadbury’s market presence and accessibility are improved through the synergy between its internal resources and external opportunities. Consequently, Cadbury can profit from its existing product portfolio, which includes confectionery and beverage products, according to Hidiroğlu (2019). Cross-promotional initiatives that pair Cadbury snacks and chocolate with complementary goods can raise brand awareness and boost sales across categories. Combination offers, such as “buy a Cadbury beverage, get a discount on Cadbury chocolate,” encourage consumers to try the whole assortment of Cadbury goods. This strategy increases Cadbury’s products’ popularity while bolstering the company’s portfolio synergy. Strength and Threats (S-T Strategies) The extensive distribution network of Cadbury can also be a dependable strength in managing any regulatory changes. The business can proactively monitor and stay updated about regulatory developments to minimize threats to changing rules and ensure that product compositions and labeling are compliant. It aligns with customer expectations and possibly future restrictions to diversify product offers to include healthier and low-sugar options. By strategically utilizing its distribution network and capacity to react, Cadbury helps to lessen the risks that could result from regulatory changes. 3 Lastly, Cadbury’s dedication to product quality can effectively address consumer health concerns. The company can engage in research and development to lower the sugar level and create healthier component substitutes in its snacks and chocolates to prevent hazards connected to health issues. Consumers’ trust and transparency in the nutritional and ingredient information provided to them grows as a result. Cadbury’s emphasis on ensuring product quality reduces risks and boosts consumer trust in the brand. Competitive Environment Brand Market Share / Position Positioning / Key Advantage Hershey 33.5% / leader The brand with the largest market share in the growing industry Mars 26.1% / market challenger The only brand that has established proprietary and patented Cocoapro™ for healthier chocolate Nestlé 3.7% / market nicher The brand has unmatched research and development capabilities. 4 Figure 2: Cadbury Schweppes PLC’s Competitors’ Market Share Source: Statista (2023) Hershey’s, Mars, and Nestlé are some of Cadbury’s primary rivals in a cutthroat market, as stated by Loutskina et al. (2017). These rivals provide a wide range of comparable goods, emphasizing the significance of strong product differentiation and a marketing plan effectively conveying Cadbury’s distinctive value proposition. Marketing Mix Strategies (4Ps) Product The comprehensive product line of Cadbury’s chocolate and snacks will include bars, miniatures, and variety packs, each meticulously created to provide a unique flavor profile and decadent experience. The products are packaged in various sizes and classified by grams to meet the needs of different customers. The products are also packed in enticing purple, a color that also stands for nobility and romance, to draw customers and differentiate itself from its rivals. 5 Figure 3: Example of Cadbury’s product Building on Cadbury’s illustrious heritage as a dependable and adored chocolate brand, the brand image will revolve around the basic principles of enjoyment, quality, and tradition. Price The pricing strategy will be competitive, and it will be chosen per Cadbury Schweppes PLC’s rivals’ prices. The goal of the strategy is to balance maintaining market competitiveness without sacrificing quality while capturing value for premium items. However, during sales or holiday seasons, unique pricing considerations could be in place to entice buyers with alluring deals. Place The distribution strategy will utilize the extensive network already in place at Cadbury Schweppes PLC, which spans a variety of channels, including grocery stores, convenience stores, online marketplaces, and specialty chocolate shops. Retailers will get all the help they need, including marketing materials, eye-catching product displays, and reinforcement of the brand’s presence on store shelves. Promotion 6 Numerous media channels, such as print advertising, social media, and television, will be included in the promotional mix. Working with food bloggers, vloggers, influencers, and the media will be part of the marketing to produce real and interesting content that highlights the exquisite experience of Cadbury chocolate and snacks. The main emphasis of the message will be on the unique qualities of the product, which include superior quality, delicious flavor, and the simple joy of spending time with loved ones. There will be a mix of traditional and digital media outlets employed to reach the target demographic successfully. It will be simpler to connect with a large spectrum of individuals if you use traditional media, including radio and television. The viewers of print advertisements will be those who value luxury pleasure in carefully chosen periodicals and newspapers. Overall, the marketing plan for Cadbury Chocolate and Snacks places a strong emphasis on the need to efficiently seize market opportunities while utilizing the company’s strengths and correcting its weaknesses. By offering a product that embodies pleasure, quality, and tradition, the company intends to establish a substantial market presence and flourish in the competitive chocolate and snack sector. 7 References Hidiroğlu, D. (2019). An application of SWOT analysis as a strategic planning tool: A case of Cadbury, Inc. in the confectionery industry. Uluslararası İktisadi ve İdari İncelemeler Dergisi, (25), 153-164. https://dergipark.org.tr/en/download/article-file/835831 Loutskina, E., Shapovalov, G., & Loutskina, E. (2017). Wm. Wrigley Jr. Company. Darden Business Publishing Cases, 1-23. https://doi.org/10.1108/case.darden.2016.000351 Statista (2023). U.S. market share of leading chocolate companies 2021. https://www.statista.com/statistics/238794/market-share-of-the-leading-chocolatecompanies-in-the-us/ 8
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