• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Marketing strategy of Cadbury's Dairy Milk

Extracts from this document...

Introduction

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 sites and these sites have approximately 7000 members of staff. ...read more.

Middle

It is not too high but then again it is not too low either. Occasionally they offer promotions that could be seen as being penetration pricing 25p offer (49p) PLACE PROMOTION * Gondola ends in supermarkets * London Underground vending machines * Shops * Petrol Stations * Cinema Above the Line * Radio * TV * Posters/Magazines/Billboards * Newspapers Below the Line * In-store displays (2 for �1.80) * Dump Bins * Purple Patch * Podcasting * Roadshow with free samples * Website and email to consumer database (direct mail) * Loyalty card system with retailers for high sales. * 'Get Active' I will now be identifying the marketing mix implemented by Cadbury Dairy Milk. I will provide explanations of the grid for each of the four P's. Product Cadbury Dairy Milk packaging has changed over the years. From being a simple design from when it first started, it is now well recognized by many people. The product itself has developed. With Cadbury Dairy Milk being the mother brand, it now has a variety of different flavours. They have flavours such as Turkish Delight, Mint and Caramel. These flavours will suit the likes and dislikes of the customers that are buying the products and in the end it will satisfy all of their customers. ...read more.

Conclusion

In order to collect primary research I will be asking a variety of people questionnaires related to Cadbury Dairy Milk and their products. I used this method as a questionnaire gives a variety of answers to choose from and I will also get accurate results. I decided to create one questionnaire for the entire group as it is time consuming and it kept it more consistent. Each person in the group had a find three people to ask the questionnaire to. Together there would be around sixty sets of results. This adds to it being more time consuming as this would be quicker rather than each person asking sixty people themselves. I also decided to collate my results because a larger sample size means that the results would be more accurate. Data Analysis Limitations There are various problems that could have affected the results of my data. One of the problems that could have affected this was there was a small sample size. Because there was a small sample size the results wouldn't have been as reliable as it would be if there was a bigger sample across a wide range of places. Another problem that could also affect the result is where the questionnaire has been completed geographically. The questionnaires could have been completed in the same area. Bibliography & Appendix Quote the sources you've used. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing and Markets section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing and Markets essays

  1. Marketing mix

    To conclude, there is clear evidence that from a profitability point of view intelligent relationship building and management make sense. New perceptions and new concepts in the marketing reinforced the need for change in the mainstream marketing approach. A new concept of marketing or a "new paradigm" with the basis of the 4Ps could be useful.

  2. Produce a marketing strategy for a new or existing product

    For instance marie claire have a whole page of offers which they offer to their readers another issue that cosmopolitan don't cover is on lifestyles. This is another issue I will be taking into account so that when I adapt and change my magazine I will be sure these issues

  1. This coursework entitled "Marketing" is about creating a marketing strategy for a new or ...

    There are two main types of market: 1. Niche market - a small market in which major producers are not concerned. 2. Mass market - market with a large volume or value of sales. The main advantages of a niche market are it fits with limited resources, avoids competition with

  2. Marketing Strategy - Nintendo Gamecube

    * Read theory on market research from textbooks, books, worksheets, etc. * Talk with friends about their views about the Gamecube and Nintendo in general. After reading the theory behind the basic ideas of marketing, I started to type up this section.

  1. This report will focus on the adult palliative care provided by SAH proposing a ...

    Costs of Services �6,340,498 81.4 Fundraising and Publicity �521,174 6.7 Lottery and Raffle costs �436,655 5.6 Trading activity costs �403,559 5.2 Management and administration �84,106 1.1 TOTAL �7,785,992 100 Figure 16 - Resource Allocation The resource allocation vs. attraction tables highlights the organisation ability to generate funds that go beyond covering the costs.

  2. For this project I have been instructed to come up with a marketing strategy ...

    Below is a graph showing the product life cycle Sales Time Sales Time With successful re-launching the product life cycle should look like the one above. Branding Most forms of promotion are based around the idea of having an image to go with the product.

  1. Marketing Thorpe Park and London Dungeons.

    City Samurai 1.4m Lost City Slammer 1.4m Canada Creek Tidal Wave 1.2m Amity Cove Vortex 1.4m Lost City No Way Out 1.4m Lost City Zodiac 1.1m Lost City Stealth Nothing sneaks up on you as quickly as the extreme thrill of going 0-80mph in under 2 seconds to a staggering 205 feet!

  2. Marketing research - To decide which products and services will be available in my ...

    below a price but the customers are manipulated into thinking that they are getting a great offer on the product. However I have chosen not to use any of these strategies. To decide what prices the products and services will be available at in my beauty salon, I will use

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work