Marketing strategy of Cadbury's Dairy Milk

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Aim: To evaluate the marketing strategy of Cadbury's Dairy Milk and make any recommendations as to any improvements.

Objectives: To conduct primary and secondary research to identify the marketing strategy of CDM.

Use appropriate theories/concepts to suggest and justify any potential improvements.

Background

A young Quaker, John Cadbury opened a business in Bull Street, Birmingham in 1824. This company was to be the foundation of Cadbury Limited which is now the world's largest chocolate producers. John Cadbury had become a maker of drinking chocolate and cocoa in 1831. It was at this time that the business changed from a grocery shop to the start of the Cadbury manufacturing business that is well known today. In 1861 John Cadbury's two sons Richard and George took over the family business. By the time it was 1879 the two brothers Richard and George had built their own factory in Bournville.

Cadbury Trebor Bassett have 32% market share of the UK confectionary market. This UK confectionary market earns £5.6 billion per year. It consists of 156 different brands with Cadbury's main competition being Nestle 20%, Masterfoods 20%). Others include Thorntons, Lindt and Kraft. They manufacture in 15 different 15